Never knowing what awaits them around the next bend or jump, the riders test the Vittoria Mazza, Barzo and Mezcal tires over miles of mixed terrain - from ice and streams to rocks, roots, mud and grassland.

To the atmospheric music track "Inhaler" by Ian Chang, the films capture the interplay between the impact of the drum surface and the impact of the tires on the earth. In the dramatic landscape, the whole thing takes on an almost spiritual dimension that emphasizes the relationship between cyclists and the environment.

Ernesto Garcia Domingo, CCO of Vittoria, said: "We are building the Vittoria brand around the idea of "The Ride Ahead". This highlights the rational benefits of our innovative products and the sustainable business processes we are introducing. But it also captures the spirit of curiosity, optimism and courage that we stand for. "Own the Unknown" sums this up perfectly for the MTB community."

Firehaus Creative Partner Ian Bates comments: "This is a really interesting collaboration between a group of highly innovative partners. Bringing together the experimental music of Ian Chang with cycling pioneers Claudio, Faranak, Tumelo and the world's most innovative tire brand, Vittoria, has given the campaign added meaning. The exceptional qualities of the tires are brought to life through the narrative."

Ian Chang, musician, says: "I'm really happy to see how Vittoria has recognized the connection between my music and their products and their world. It's fun to see my music manifest itself in this way."

Originally from Hong Kong, Ian Chang has led a nomadic life. For ten years he was based in New York, building an impressive roster of progressive pop collaborators including Moses Sumney, Joan As Policewoman and Matthew Dear, while performing internationally and recording as a member of Son Lux and Landlady.

Over his music it is said: "Under the surface, innovation shimmers, as if the neurons firing in every melodic idea have become audible", and who are we to disagree!

One of his last projects was the soundtrack to the cult film Everything, Everywhere All At Once, with his band Son Lux. The film won seven out of eight categories at the Hollywood Critics Association (HCA) Midseason Awards.

Claudio Caluori is a household name for mountain bikers all over the world. The seven-time Swiss downhill champion and Red Bull World Cup commentator has developed an innovative, sustainable trail business, pump tracks and now the Pump for Peace Racing Team. The team's vision is to provide professional support to riders from countries where mountain biking is still in its infancy and who are at risk of exclusion and discrimination.

vittoria.com