There's a thousand ways to every goal
Some people say it doesn’t matter which path you take, as long as you arrive at your destination. But you know better than that. Riding is not about a destination. It’s about being on the road, whether that road is smoothly paved or full of potholes and cracks. It’s about tackling mountains and steep grades, with a sense of awe for the accomplishments of body and bike. And it’s about sharing that awe with friends – or savouring it alone. So yes, it truly matters which choices you make. Because in the end, they determine how far you will go. On your ride. Your route. Your Ultegra.
For more information go to our Ultegra campaign page. Click here!