Video – Art of Grind

Guys, I don’t know what to make of it when a company like Shimano (our site and podcast sponsor) puts out an art piece like this. I associate Shimano with a sort of deliberate innovation and cold execution. They make the stuff that works, right out of the box, every time.

This is both a beautifully shot film AND a thought piece, and I love it.

They say:

Since the 1800s bicycles have been a powerful liberating tool, starting with the first faltering pedal strokes of a child daring to venture a little further from home. Yet, somewhere in our cultural trajectory, many of us have forgotten the power of this simple machine to build community. This film celebrates the “Run what you brung” adage, and reminds us that, however we choose to engage with the ever-changing world of cycling, there is more that brings us together than sets us apart.