HISTORY

All great stories start with a spark of passion moving an idea. Here’s how the brand was born and evolved over the years.

To those who are not familiar, the Bull is a symbol of invincible strength, sacrifice and selflessness. It is a figure linked to the cycle of life: its sacrifice represents fertility, a blaze of fire from the sun entering the wet earth. Most ancient cultures associate the idea of the bull with power, an icon expressing the values shared by the brand.

In the wake of Italians great cyclists, Coppi and Bartali, the company chose its name and identity. Its logo, depicting the gladiator grabbing a bull by the horns was chosen for evoking the values of strength, perseverance and sacrifice.

he expertise, the constant search for new materials to be tested and technological innovation provided by its engineers and technicians have allowed us to forge ahead and to partner with professional cycling teams to ensure constant feedback and testing to offer top-notch performance-drive wheels and components for elite cyclists.