Bicycling supercompany Velocio used a DJ Mentos track to capture the vibe in their new ad.
The bi-annual rite called Solstice literally means the ‘sun stands still.’ It’s a misnomer if you love to ride. That the December solstice is reviled for its shortest daylight hours, its position in the Northern winter atop freezing days and emotional distance from the height of cycling’s picture perfect summer means that it also serves as the point where the earth tilt backs towards those rides and anticipation of the coming season. The possibility that lives in pushing pedal strokes looms larger as the calendar itself. Kit up and the dark feels substantial and empowering. The fun is in taking the ride and beating back what’s expected.