3 / OBOOK 2017
SINCE 1840 A mixture of what we are, what we believe and what this anniversary means to the brand and the people who love it. Our way of declaring that we’ve been going down the road for almost two centuries and our steps are more decisive than ever. Our way of showing that the road belonged to us before it did to anyone else. That it was not there before us. We created it by striding ahead. Our time to show we’re proud of what we are. Proud of the place we come from. Our time to show that the goal has always been ours. Since 1840, we have fought to become who we are today. Never giving up. Never settling for less. Hard work and STRUGGLE runs in our blood. And in the blood of all the people who sweat for us, who pedal for our brand. We’ve come so FAR... But we will travel even FURTHER. There’s just one conclusion to draw: NO-ONE will ever catch up with us. NEVER EVER