01 / 04
We Ride.
THE RIDE COMES FIRST. WE'VE SHOWN UP LATE. CANCELLED PLANS. SLIPPED OUT OF THINGS THAT MATTERED. TO RIDE. EVERY ONE OF US. WE'VE DONE THINGS THAT MAKE NO SENSE TO ANYONE WHO DOESN'T LIVE FOR THIS SPORT. BUT FOR US, THE RIDE IS THE REASON. AND WE’LL NEVER STOP RIDING.
02 / 04
Something was missing.
NOT IN CYLCING. IN THE OBJECTS. THE COMPONENTS THAT LIVE BETWEEN THE RIDER AND THE ROAD. BOUGHT WITH NO THOUGHT FOR THE DETAIL, FOR THE PRECISION. ACCEPTED BECAUSE THEY WORKED. WE KNOW PERFECTION DOESN'T EXIST, BUT LIKE ICARUS, WE WANT TO SEE HOW CLOSE WE CAN FLY. WE FEEL THE DIFFERENCE. THE DEVOTED FEEL IT TOO.
03 / 04
We built it. 42 times.
THE FIRST MOUNT WASN'T THE ONE. NEITHER WAS THE TWELFTH. EVERY VERSION CLOSED ONE QUESTION AND OPENED THREE MORE. SOME WERE GOOD. BUT "GOOD" WAS NEVER ENOUGH.
04 / 04
The object.
OUR MOUNT WASN'T DESIGNED FOR EVERYONE ELSE. IT WAS DESIGNED FOR YOU. BECAUSE YOU KNOW DETAILS MATTER. BECAUSE YOU CHOSE WITH INTENTION. BECAUSE YOU KNOW THE DIFFERENCE BETWEEN A COMPONENT THAT JUST HOLDS A COMPUTER AND ONE THAT BECOMES PART OF YOUR BIKE.
/ FOR THE DEVOTED