Fizik is as recognisable a brand in the pro peloton these days as any other, but it wasn’t always that way. Today sponsored teams proudly display the Fizik logo across the bums of their kit, making it one of the easiest to spot when the riders are zooming along the road. Unless you’re watching the race from the front however…
But how did this logo placement come about, and why has it been so successful? The Fizik website has some information on how this came to be, and makes for interesting reading.
