Tom Boonen

Words: Miriam Terruzzi
Images: Kurt Stallaert

Tom Boonen
Tom Boonen joins us as the new
Global Brand Ambassador

om Boonen will be our new Global Brand Ambassador. His motivation, tenacity, and elegance are just some of the values that Tom Boonen, an iconic star of his generation, shares with us. Desecrating, handsome, irreverent, ironic, hungry: on his bike Tom has stirred raw and pure emotions.

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. During his career he won about 150 races, including a world championship, five E3 Harelbeke, four Parigi-Roubaix, three Gand-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.

Tom Boonen unconventional symbol

Our classy and clean design perfectly complements Tom Boonen authentic style.
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.

“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.

“As a rider, I like to be challenged on unfamiliar terrains, and this is definitely a new adventure for me.”  Boonen explains. “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
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