Tadej Pogačar kept one of these new bikes in the dark for most of last season – introducing the new special edition Colnago Y1RS and V5RS

Colnago has officially unveiled its new special edition Y1RS and V5RS framesets, ridden covertly by Tadej Pogačar for much of the 2023 season. These limited-edition models, featuring a distinctive gold-flecked paint scheme, are now available for purchase, with the V5RS frameset priced at €6,800. Pogačar famously used a disguised version of the V5RS to win the Tour of Flanders, among other victories, before its public release.

This release highlights the perennial dance between manufacturers and their star athletes, where cutting-edge equipment is often tested and raced under wraps long before it hits the market. For Pogačar, it represents another chapter in his highly successful partnership with Colnago and UAE Team Emirates, consistently showcasing the brand's top-tier offerings. The delayed reveal, post-season and post-major victories, allows Colnago to capitalize on Pogačar's triumphs while maintaining an aura of exclusivity around the development process.

Ultimately, it's a shrewd marketing play: sell a bike that’s already won monuments, subtly reinforcing the notion that if it's good enough for Pogačar, it's certainly good enough for the rest of us.