What’s the point in keeping a bike launch secret when everyone already knows about it?

The Factor Ostro was teased for a couple of months ahead of its release, but hardly subtly. Why?

Stevie Williams
(Image credit: Getty Images)
Adam Becket
Adam Becket

News editor at Cycling Weekly, Adam brings his weekly opinion on the goings on at the upper echelons of our sport. 

This piece is part of The Leadout, the offering of newsletters from Cycling Weekly and Cyclingnews. To get this in your inbox, subscribe here.

Ceci n'est pas une pipe” is the inscription beneath the image of a pipe in the Belgian surrealist René Magritte’s painting La Trahison des Images. It is a picture of a pipe, but not actually a pipe. It’s there, but it is not really there. The cycling industry had its own ‘not actually a pipe’ moment, earlier this month, in the shape of one Factor Ostro VAM

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