You may be familiar with Ronnie Romance, though he has gone by many names. The bearded, smiling face behind a tire brand and a bicycle company. Romance, who, on more than one occasion, has been the centerpiece of some wonderful depictions of the freedom a bicycle can bring, has teamed up with Amundsen and Brooks Saddles to meander about in the Welsh countryside, wax poetically about life, the outlet that is a bicycle ride, and how performance isn’t all about the numbers on a cycling computer screen.
As someone who loves almost all aspects of cycling, this recent project really resonated with me. Although it might be technically an ad for some pretty pricey apparel, it’s a message and homage to slowing things down and not taking it all too seriously. It highlights the importance of taking in the little details and seeing what is hidden behind that unknown corner.
“If you call yourself a cyclist, people think that means you got the spandex kit and you’re shaving your legs. For me, you erase that barrier of entry where you don’t need to put on anything specific. I just wanna go for a bike ride. And wear normal shorts. The waxed canvas on leather. Perfect.”
– Ronnie Romance
Amundsen
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The philosophy shared throughout this video resonates with many and delivers a much more laid-back and honest portrayal than many adventure cycling films do.
“There are ways that you can interact with the road surface or the trail in a way that feels as if you’re making love to it. You have that romantic feeling, that you want to just keep on riding all day long because it feels so good.”
– Ronnie Romance