Nairo Quintana is just about everywhere you turn this week at the Tour Colombia, which has spent its first three days in the heart of his native Boyacá, amid the pastures and peaks of the Cordillera Oriental of the Andes.
His face adorns billboards for Movistar in Duitama and Tunja. At stage finishes, a stall bearing Quintana’s stylised “N” branding does a steady trade hawking his wares, including his own brand of coffee. The packaging depicts Quintana in the maglia rosa with the slogan: “When your legs get tired, you pedal with your heart.”
