The Roads Behind the Pro Team Collection

Last summer, somewhere around July, the first ideas for this project started to take shape. We knew we wanted to build the campaign for the new Pro Team Collection around Strade Bianche — not just because it’s the first Italian classic of the season, but because the race perfectly reflects what this collection is about. Racing heritage. Rough roads. Long days. Dust, beauty, and suffering all at once.

So for months we planned. Moodboards, routes, locations, logistics. And by the time winter was finally starting to fade, everyone was more than ready to get to Tuscany. The crew slowly arrived from all over Europe. Slovakia, Denmark, Belgium, the Netherlands, Germany. Some people had never even met before, but within a few hours it already felt like a team. That’s the thing about cycling trips — the connection happens quickly. Shared rides, shared coffees, shared chaos. And chaos arrived early.