We could say it was an inevitable agreement for the simple fact that, this collaboration unites and reinforces the vocation to the challenges of the Digital Native Vertical Brand, bringing it closer to what is considered the core of spring cycling, unquestionably represented by Flanders Classics and the exciting one-day races. A logical consequence translated into an exclusive partnership.
The Flanders Classics is a race circuit that has made cycling history and in which famous names have had the privilege of linking their image and seeing themselves indelibly included in the hall of fame. Together with the Ronde van Vlaanderen – the authentic spearhead- the Belgian organization’s calendar also includes the Omloop Het Nieuwsblad, the Gent-Wevelgem, Dwars Door Vlaanderen, Scheldeprijs and Brabantse Pijl. 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 overtime.
“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 La Passione project is dedicated to one of the most fascinating competitions on 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. Our intention is to convey the emotions through the products but also through the stories that we will keep writing on the pages of our Journal,” concludes Giuliano Ragazzi.
● More information on La Passione at: www.lapassione.cc/.
● And Flanders Classics at: www.flandersclassics.be/en.