Tom Boonen is the New Global Brand Ambassador of La Passione


Tom Boonen will be the Global Brand Ambassador of La Passione. The Digital Native Vertical Brand, founded by Giuliano Ragazzi and Yurika Marchetti, has chosen its new prestigious ambassador to further strengthen the core values that link it to the cycling world. Motivation, tenacity, and elegance are just some of the values that La Passione shares with Tom Boonen, an iconic star of his generation, who revolutionized the image of the cycling hero. Desecrating, handsome, irreverent, ironic, hungry: on his bike Tom has stirred raw and pure emotions.

La Passione is a brand of classy and clean design, and Tom Boonen is an authentic stylish icon, capable of dictating trends or creating new ones. His inclination to competition and his relentless dedication are deeply embedded in the concept of “Worth the Effort” and initiate a new chapter in the Direct-to-Consumer Brand dedicated to the riders of the community that aims to involve and inspire them to follow their own legend.

Tom Boonen is not only a symbol of modern cycling but also one of the first riders who broke the conventional rules. His respectful vision of the roots of this sport, interpreted in a fresh and contemporary way, has enabled him to associate his name with some of the most captivating races ever – the World Championship, Paris-Roubaix, that he conquered four times, and the Tour of Flanders, his home race, that he won three times.

“It is pretty well-known that the name of the company we founded refers to my innate “passion” for cycling, road races and one-day Classics especially. Tom has always represented the essence of these races to me. I am definitely his fan and I strongly wanted to make him part of our business journey. His explosive and straightforward aptitude is perfect to represent our brand that, from its very beginning, has aimed to have a direct and authentic relationship with the consumers, just like Tom has with his fans.” Giuliano Ragazzi, CEO and Founder of La Passione, says.

“We too, like Boonen, share a passion for challenges and an inclination to race always attacking. Our business model has enabled us to quickly succeed among the top players of the industry, just like he managed, over a few years, to revolutionize how to interpret this sport, becoming one of the relevant riders on the world cycling scene.

His experience, his inborn attention to details, and his curiosity are values that will be essential in developing our future collections.” Ragazzi concludes.

Tom – today a businessman and an appreciated Supercar pilot – has maintained a strong bond with his sport.

“I like to be challenged on unfamiliar terrains, and this is definitely a new adventure for me. I’m glad to start cooperating with a brand such as La Passione that approaches the market in a totally innovative and direct way. The clothes for a rider are like a second skin: they need to be technical, comfortable, and to have some personality. I look forward to making my contribution to La Passione team, which is always committed to research and develop performing and outstanding products.“

Tom Boonen

A professional rider from 2002 to 2017, Tom Boonen is a legend of the Classics and, during his career he won about 150 races, including a world championship, five E3 Harelbeke, four Parigi- Roubaix, three Gent-Wevelgem and three editions of the Tour of Flanders. He also boasts six stage victories and a Green jersey at the Tour de France as well as two stages at the Vuelta a España.

La Passione

La Passione is a Digital Native Vertical Brand founded in 2015 by Giuliano Ragazzi and Yurika Marchetti. The founders have joined technology and a timeless style in a top-quality product at an increasingly more competitive price thanks to the innovative Direct-to-Consumer model. The continuous improvement of the user experience and the direct company-customers relationship are the cornerstones about which the business philosophy revolves, enabling the company to position itself on