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02.10.19

Words - KOO

Pictures - Getty Images

KOO wearing Mads Pedersen powers to Road World Championship Success

In a fascinating, tactical and attritional UCI World Championship Men’s Elite Road Race, the Danish rider Mads Pedersen – wearing his KOO Open Cube eyewear – pulled off a sensational performance to sprint to victory against far more experienced opposition after almost six and a half hours in the saddle in brutal Yorkshire conditions.

With visibility a challenge throughout the arduous race – relentless rain, dark skies and changeable light, continual road spray and the ongoing distractions of a tight, technical and crowded street circuit, with fast and changeable winds a constant hazard – Denmark and Trek-Segafredo’s Pedersen needed a cool head and clear vision to maintain his concentration and spot his opportunity. The former Danish National Champion’s lightweight, quick-demisting KOO glasses helped him deliver the ride of his life.

Even with the most exposed sections of the route cut out, the course distance measured 262km and while the undulations were a test, it was the weather that took its toll on the race’s world class competitors… favorites, former World Champions, Grand Tour and one-day Classics winners all suffering, dropping out or huddling in a reduced peloton. When a breakaway group of five were whittled down to three, a sprint on the long, steady uphill drag in Harrogate was bound to be the decider. With 200 meters to go, when Italy’s Matteo Trentin kicked, Pedersen reacted, and showed he had both the legs and the mental strength to overpower the European Champion to become the youngest Road Race World Champion in 20 years.

KOO-wearing Road Race World Champion, Mads Pedersen, said: “It’s unbelievable. I didn’t expect this when we started this morning. It was an unbelievable day.

“I just hoped that when I saw the finish line, all the pain would be gone, and I could do a good sprint. You had to be focused all day and stay in the front all the time. But it’s one of the last races of the season, so it’s all about keeping that focus for six and a half hours and don’t have any bad luck and hope for the best. This is every rider’s dream to wear this jersey – for me to do it now? It’s unbelievable.”

As well as helping deliver Pedersen’s winning performance at the World Championships in the depths of an English autumn, KOO’s Open Cube has been delivering great comfort and perfect racing vision in all conditions for Trek-Segafredo’s WorldTour and Women’s WorldTour riders around the world: from the blazing sun of the Tour Down Under, through the wind and sand of the UAE Tour to the mud and grit of the north European Classics, and to the splendour of the Grand Tours.

With the road season in its climax, we can look forward to seeing the Open Cube being worn by the riders at the closing events in Italy: Milano-Torino and Il Lombardia (9 and 12 October).

Ylenia Battistello, KOO Sales and Marketing Director, said: “We are delighted for Mads Pedersen with his superb performance in becoming Road World Champion. He’s a modest young man with an amazing ability and it’s wonderful to see it on show on the biggest stage.

“We’re also super proud that KOO is part of this story with Mads wearing our Open Cube glasses. Seeing his joy as he crossed the line and punched the air was a wonderful picture.”


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