ABOUT

Ever since the first competitive bike race, riders have been looking for the winning combination of lighter, stronger and more reliable components. Over 150 years after the development of the first bicycle components, Shimano continues to drive forwards that quest for innovation with the most advanced road cycling groupset on the market.

The concept behind the new DURA-ACE R9100 was to examine and improve every component to optimize the input and maximize the output. Or to put it another way, to minimize the energy loss between the effort a rider puts in and the performance he or she achieves. In this way each DURA-ACE R9100 component is designed to work at maximum effectiveness with every other component in the system. This is Shimano’s system component concept. The result is SYSTEM SUPREMACY.

CLIENT: Shimano
AGENCY: Doorrood
Production Company: Eyeforce