Sports giant Nike has finally been attached to the fixed gear phenomenon. Produced by the Milan-based Docks Entertainment, this 25-minuter is an indepth look into the scenes of David Trimble’s Red Hook Criterium held in Italy in a months time. As Red Hook features a running race in addition to the criterium, Nike connecting with the event is only natural.

It will be interesting to see the depth of impact a multinational brands’ flirtatation with the scene will bring forth. In the past up-and-coming disciplines such as skateboarding and snowboarding, the appearance of a big player has usually resulted in competitors following suit. We´re living interesting times…

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