Watch the Castelli video launching their partnership with Tour de France organisers ASO and you’ll see a small boy, his imagination fired, watching the stars of the late 80s and 90s, when the Italian company last supplied the yellow jersey to the world’s biggest race.

That campaign is based on Steve Smith’s experience falling in love with our sport, watching it on TV at his childhood home in Oregon. Now living in Italy, not only is Smith a strong cyclist, but he’s Castelli’s Global Brand Manager, helping launch the company’s association not only with the Tour, but all of ASO’s races.