James Fairbank of Rapha looks forward to a day when road cycling will be recognized as the most popular and beautiful sport.

PSFK asked creative experts working at the forefront of cultural change what they look forward to as ‘one day’ being the reality that we live in. As part of a series on forecasts, we asked James Fairbank, Head of Brand Marketing at Rapha, a performance lifestyle brand:

One Day road cycling will be seen as the most popular and beautiful sport.

You can view his full presentation at PSFK CONFERENCE LONDON here.

Download  the PDF of Need To Know Vol. 2 containing all “One Day” entries.

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