Forget the Tour de France, it’s Urban Hill Climb time (check out the video!)

July: the month cycling fans look forward to all year… no, not the Tour de France (well, maybe a little), nor the Etape du Tour, beloved of sadomasochistic amateurs (well done to our client director for completing the ordeal last weekend!)… no, it’s time for the real pain-fest that is the Rollapaluza Urban Hill Climb (19 July 2012).

image courtesy of Grupetto CC

If you cycle in London, and have ever headed north through Highgate, you’ll know there are a fair few short, sharp steep streets round those parts – none more so that the feared ascent of Swain’s Lane, which passes right between the two halves of Highgate Cemetery (many times I’ve ‘sprinted’ past the gates thinking that the rate my heart was pumping, I’d be joining Karl Marx and other celebrity guests before too long).

Anyway, back to the event itself, which is organised by Rollapaluza (a cycling events company specialising in indoor roller racing) and manned by members of their affiliated cycling club, Rollapaluza CC.

Since the first event in 2010, the event has grown in size and recognition – with some truly great riders all-but-killing themselves to become king of the hill. In 2011 the organisers upped the ante with head-to-head races for the fastest individuals in the solo heats… no word yet if there are further surprises in store for the 2012 iteration, but if you love cycle sport, or just enjoy a good spectacle, make it a date and come along to join the noisy crowds (don’t forget your cowbell!). You won’t regret it.

For a taste of the atmosphere, view our special promo video here: 

And if you want to learn more about the event and the crazy British tradition of hill climb bike races, check out the rather beautiful programme/magazine we produced for 2011 (be sure to click ‘full screen’ to view in all its glory).

Finally, in response to people who’ve asked if we’re producing another limited edition screen print poster this year, afraid the answer’s no – but we might have one or two from 2011 knocking about in the store cupboard if you ask nicely!

The third edition of the Rollapaluza Urban Hill Climb takes place in Swain’s Lane, Highgate, London, on 19 July 2012. Visit the official website for more information and to enter (deadline 18 July)

Author: George Wright Theohari

Branding | Content | Design. We develop and deliver beautifully effective communications across print, digital and film.

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