This year's Giro d'Italia, currently in full swing, marks a key milestone for Ursus, an Italian company active in the production of high-performance cycling wheels and components. For the first time, the Rosà brand will be present in the race as the official technical partner of a WorldTour team: Team Picnic-PostNL. An achievement that comes after years of experience gained alongside professional teams and which inaugurates a new season of high ambitions and international vision.
Raise the curtain
On the occasion of this debut, Ursus presented #BehindTheRace, an editorial project that will accompany enthusiasts throughout the three weeks of the Tour of Italy – and subsequently during the Tour de France and Vuelta a España – with an exclusive look at everything that happens behind the scenes of professional cycling. More than just a reportage: #BehindTheRace is an authentic narrative of the world surrounding the race, including technique, emotions, and daily toil.
Thanks to the exclusive access of the Poci's Pix photography crew, the project will tell the internal dynamics of a WorldTour team during a Grand Tour, from the tense moments before the race to the post-stage emotions, including the work of the mechanics, the technical briefings, stress management, and the human relationship between athletes and staff. A visual diary that aims to convey the complexity and charm of cycling experienced at the highest level, on a global stage.
Running with the protagonist PROXIMA
The new one will also be a protagonist on the road Ursus PROXIMA Team Edition, top-of-the-range carbon wheel, designed for the most extreme demands of professional athletesLightness, responsiveness, and aerodynamics come together in an elite product, developed to tackle every scenario, from the steepest climbs to high-speed sprints. PROXIMA will accompany the riders of Team Picnic-PostNL throughout the three weeks of racing, ensuring consistent performance and reliability even in the most demanding conditions. Every detail has been studied in collaboration with athletes to maximize performance on any terrain.
The #BehindTheRace story will be divided into three weekly episodes for each major Giro, published on Ursus' social media channels (Instagram and Facebook) and through the official newsletter. A unique opportunity to experience professional cycling from a new, intimate and engaging perspective., made of passion, sacrifice and technological innovation at the service of sport.
