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Founder Sam Pearce describes his design idea: “In 2007 my idea of a wheel with tangential suspension was born when I was sitting at Eindhoven airport waiting for a flight. I saw a mother pushing her child in a buggy. The front wheels hit a slight kerb and the child jolted forward because of the impact. I asked myself why a wheel couldn’t have suspension inside it, so it would soften an impact from any direction. I sketched the idea in my notebook, got on my flight, and didn’t think much more about it for a couple of years.”

Are there drawbacks? Yes. In the lowest suspension settings, mainly efficiency and dynamic, the ride is bouncy. On a very smooth highway, these lower settings handle very well. However, on more imperfect pavement, you’ll want to move to a higher setting. We find ourselves using comfort the most. To our eye, it’s just below the factory-height dynamic setting, low and sporting but with much less pronounced rebound.
The campaign will connect with consumers at multiple touchpoints combining elements of content marketing, search, social advertising and conversion rate optimisation. Joe Read About the author