Global introduction Shimano DURA-ACE

Fitzroy developed the international campaign for Shimano's groupset DURA-ACE. It was launched worldwide in September 2021. DURA-ACE is considered the standard in the pro peloton. The majority of riders ride with DURA-ACE.

The launch is an important new step in the science of speed, the name under which Shimano develops its most innovative products. The groupset has been specially developed for athletes who make no concessions to get the best out of themselves and the sport.


Your racing bike or mountain bike drives best on #newbikeday. The day it comes out of its box or when the dealer hands it over. Riders post their new ride online and on social channels with the hashtag #newbikeday. But there’s always the second day and that’s why it’s important to maintain it well. And that’s achieved with Shimano Wear Out Parts. That way, everyday is #newbikeday.

Fitzroy created 3 films for each category; on the road, mtb and urban/e-bike for an Europe wide campaign. The campaign films were converted to social formats, ads, point of sale material etc.