In our world of heavy advertisement, ambassadors and companies paying people to write and take picture on rides with their superbike it’s easy to be blind. It has become so much more than just an poster with a cool cyclist looking pro and a slogan like ”Stiffer, stronger, lighter and even more aero”. It has become a chase of feelings, love stories and people getting payed in parts or money to think in a certain way.
Life is getting harder to know, requires more knowledge what is real and what’s not.
Sometimes you just don’t give a shit and no matter how much 3T is paying Magnus Bäckstedt to skid like here or ride cobbles on the Exploro bike with some locals just to get a good story.
Placed people and bikes are also people and bikes. A ride is a ride no matter how many cameras you use and what purpose it has. Modern advertisement can look good like this. Can honestly say that I don’t understand the Diverge video with Sagan jumping and skidding as much as Thereabouts 2 or Deux North Diverge video. Or Thereabouts 3 with Scott bikes. As long as it looks like real biking I can like when companies like 3T making awesome stories with their Exploro. Or whatever company making videos and stories about their bikes, or clothes. Rapha is a good example with modern advertisement really spread out with normal people around the world.
So thanks to I’m at home with too much sparetime I found the story about Magnus Bäckstedt and some other guys riding in a beautiful part of Great Britain, captured on video of course as that’s how we like it:
Who wants to join me for a great Great Britain gravel/explo trip next year?