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August 30, 2012
If there’s one thing that Cipollini has done well throughout his career, it’s his ability to be so outrageous that we can’t look past him. Love him or hate him, you gotta love him!
In this short promo film Mario guards the project of the new BOND-ATOMLINK construction system and protects it from the industrial imitators. The chasers, the false craftsmen, will use any means possible to obtain the Bond secret, but the true innovative Italian craftsmanship will always be one step ahead. But most importantly, does he win the girl? You’ll have to watch to find out.
Eurobike, the Tour de France of bike shows, started yesterday and every major brand on the planet will be there trying to differentiate themselves from one another. With the multi-billion dollar Apple versus Samsung lawsuits going on right now and ensuing discussion about how our patent laws hamper innovation, I can’t help but notice that UCI technical regulations and patent laws do the same in the bicycle industry. Often the innovation needs to come from marketing team instead of the product itself. This Cipollini movie is based around their patent BO2012A000253 (which, from what I can tell isn’t a valid patent number. Can anyone shed some light on this?) and is described as a “rear triangle and stay bonding” onto a monocoque frame. You’ve gotta hand it to Cipo though, he sure knows how to tell a story. Buying a bike is an emotional buying decision, not a rational one, and stories sell. Do I want one? Yes.
Interesting take on Asian frame manufacturing. I know of a certain major bike manufacturer who couldn't perfect their frames in Europe, so they outsourced it to China who did get it perfect.
To cut through the story and mystique, Cipollini bikes are made by a company called Diamant SRL in Italy. They also own other reputable brands such as DMT shoes and Giordana clothing. From what I understand the use of Mario Cipollini’s name is a royalty agreement, however he does have a large say in the design process.
If you’re interested in buying at Cipollini, they’re distributed by Bespoke Imports in Australia.
Thank you to Inrng for alerting me to this video. Busy day for me so this quick post is greatly appreciated!