24/06/2026
You are walking through Prague, seeing Assos on prime real estate right next to Rolex and Prada, the shift is undeniable. Go to Amsterdam, to see Rapha’s community clubhouse. You even see that mass-market giant Zara has entered the chat, selling their own gravel jerseys and cycling glasses right next to a custom gravel bike display in Valencia.
And then Pharrell adds a Pinarello on the Louis Vuitton runway? The premium cultural crossover is complete.
But this isn’t just about things getting more expensive. It proves a massive shift in how cycling culture is built. The old playbook of relying solely on World Tour racing to sell gear is far gone.
Today’s dominant brands know that modern marketing lives on interest media like Instagram, YouTube, and TikTok, mixed with real-life community hubs. We don’t just buy what’s fast in the peloton anymore; we buy into the stories, creators, and local premium spaces that make us feel connected to the sport.
Personally, I think this cultural glow-up has more pros than cons when more people join us, and for making the sport more design-forward and relevant.
What do you think? Are you loving the high-fashion, media-driven era of cycling, or do you miss when it was just about the pure, gritty performance?