La Passione and
Where the Race is pure Emotion
Words: Miriam Terruzzi
A partnership that strengthens the bond
with the Northern Spring
he competitions that are run in the Flemish land are anticipated every year with great trepidation. The warmth of the fans, the history of the place, the culture of cycling form an indescribable blend of emotions that have led the champions and the fans to love these Classics viscerally, regarding them as much more than simple races to win. Knowing how to ride on cobblestones is an art, surviving attack and attacking is a matter of character, something that makes every minute of the race unforgettable. A rush of adrenaline can often be impossible to understand but it’s so fascinating to live.
All this has led La Passione to approach the legend almost on tiptoe, forging a partnership with Flanders Classics, dictated primarily by the deep attachment to the charm of these Classics and then by the desire to contribute to a modern vision, strengthening the brand's calling for challenges.
Flanders Classics is a circuit of races to which famous names have had the privilege of lending their image. Together with the Ronde van Vlaanderen - the authentic spearhead - the Omloop Het Nieuwsblad, Gent-Wevelgem, Dwars Door Vlaanderen, Scheldeprijs, and Brabantse Pijl are also part of the Belgian organization's calendar. The 1300 km of hilly routes, seemingly insurmountable climbs, and cobblestone sectors share the special atmosphere that one breathes in this corner of the world, where the stories of heroic feats are lived with heated passion, handed down from generation to generation.
“The Northern Classics have a special, almost magical, meaning and I'm not speaking as an entrepreneur, but as a fan, when I say that this partnership is a dream come true,” said Giuliano Ragazzi CEO & Founder of La Passione.
"Loving cycling also means supporting its culture, history, and the mix of unforgettable actions and iconic places that make this sport unique. For us, the atmosphere of Flanders is a priceless heritage of cycling and the heritage of these races should be preserved as a treasure. Flanders Classics is a modern organization that is ahead of its time, uniting the races under one brand and allowing each one to be showcased for its own character. It has created identity and narrative around the emblazoned Ronde, developing the idea of a legendary circuit that runs from February to April, one of the hottest and most anticipated of the season. The conception of tradition in a continuously forward-looking perspective is one of the things our two brands have in common."
“As Flanders Classics we are delighted with this new partnership. La Passione is a brand that stands for class, quality, and design and it's a perfect fit for the 'Flandriens'. It will surely make a great match with our Spring Classics.” says Tomas van den Spiegel, Flanders Classics CEO. "We are also very grateful that even in these difficult times a brand like La Passione is not afraid to invest in the sport we all love. We are very much looking forward to closely working together."
The new partnership with Flanders Classics also resulted in an exclusive collection dedicated to the Ronde van Vlaanderen.
This new project of La Passione is dedicated, in fact, to one of the most fascinating competitions of the world cycling calendar. The graphics and the design want to evoke the sensations that can be felt while riding on the cobblestones, emotions that can soon be experienced by the community of La Passione. The new collection will in fact be officially available in the coming weeks.
“The link between the Flemish Classics and our brand lies in the desire to enhance the prestige of these races in a modern way, inspired by the minimal and elegant style that has always distinguished our collections,” explains Giuliano Ragazzi.
“Our intention is to convey emotions through products but also through the stories we will keep writing on the pages of our Journal.”