For the 40 Limitless Gravel Aero campaign, we wanted to visually represent the three main features of the new wheelset; speed, durability, and weight savings.

Set against the breathtaking backdrop of Utah's diverse landscapes, the shoot highlighted the wheelset's performance on fast, flat gravel roads, emphasising speed and responsiveness, while also capturing its resilience during challenging long gravel climbs. With Utah's rugged terrain and picturesque mountains as the perfect stage, the imagery conveyed the wheelset's adaptability for all types of gravel riding, appealing to adventure-seekers and elite gravel cyclists.

In the months before launch, we worked with several of our athletes to test samples and gather feedback at events like The Rift and Unbound Gravel to help validate our designs. The feedback was resounding with all athletes surprised how the wheels could feel just as fast as the previous version Limitless gravel wheels while being optimised for larger 45mm tyres. From there, we knew we had something special.