UCI Road Cycling World Championships Limburg 2012

Cycling : 2012 Road World Championships / Elite Men

It’s no surprise that many dubbed the UCI Road Cycling World Championships in Limburg “the best World Championships ever”. With about 400.000 visitors in a country where bicycling is taken as serious as a religion, with revival contest formats such as team time trials, and with the crème de la crème of bicycling at the start, it couldn’t have been any better.

The O Lab was stationed in the heart of the action, where we trained invited guests from our accounts as well as end consumers on our products and technologies, we offered our clients VIP invites and catering and highlighted specific products, such as the Radarlock™ and OTD RX sports pieces. For Oakley’s O Lab the participation in this event was a first – and we were simply blown away. The only way to appropriately describe this spectacle was “crazy big”!

No less than 12 different races took place over the course of the week, hosted by 15 Limburg cycling municipalities. The crowning moment was certainly the Elite Men Road Race. Starting in the picturesque town of Maastricht it crisscrossed the southern part of the province of Limburg about 267 km all the way to the finish line in Valkenburg.

Everything surrounding this UCI Road World Championships Limburg 2012 seemed to be superlatives and so was the win of the Men’s Road Race by Philippe Gilbert from Belgium.

Towards the end of the race the 30-year old Oakley rider managed to escape a pack of 30 riders on the eleventh and final ascent of the legendary Cauberg climb. Despite a fast-paced, demanding 6-hour race, Gilbert managed to establish a decisive, incredible four second lead ahead of his Oakley team mate Edvald Boasson Hagen! Wow!

We’re keen to join the UCI Road Cycling World Championships next year – but since it will probably be held in a different country, we already miss the enthusiastic nation of passionate bicyclists with their “fietser support” printed in bold across their t-shirts and their hearts!


Marion Schmitz


October 14, 2012

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