As befits a premium brand in the ultra competitive world of performance cycling, every product Fizik releases is from the top drawer. Their latest shoes are no different and we were brought on board to showcase the second iteration of the highly successful Terra shoe.

This is a shoe for all weathers and environments: our challenge was to find locations that reflected the changing seasonal conditions and environments that the shoes were made for. Our local team delivered the best locations and the assembled crew and riders were blessed with perfect conditions.

We were also invited into their HQ to make the Fizik brand film, highlighting the R&D process and teams behind their internal benchmarking process called Concepts. Interviewing key members of their team, including leading consultants from product design, sports science and physiology, we captured their prototype process and extreme dedication to their craft.

From the HQ location in the Venezia region of Italy, with its hilly backdrops, to the start of the Giro d'Italia in Bologna to meet the Fizik-supported riders from teams Ineos and Movistar, the end-to-end continuous focus on product excellence is clear to see.

The campaigns are now live across their digital channels.

Paddle against the flow.

TCO x Fizik brand campaign