In a glass-walled office, high up on the umpteenth floor of the HQ of Gobik, Ineos Grenadiers’ kit supplier, a hotshot designer is smiling at their computer screen. “We’ve done it,” the designer says, slapping their hand down onto their thigh. “We’ve broken the internet.” But at what cost?
The notifications keep counting up, like the score on a boxing machine. Together, Gobik and Ineos have dealt the knockout blow. The new kit is the most talked about thing in cycling; fans are sharing images across every social media; no, you don’t get any UCI points for fashion, but it’s a big win for the sponsors, whose logos are everywhere.
