Custom pink Pinarello presented to Geoghegan Hart in London for Giro victory

MILANO ITALY OCTOBER 25 Podium Tao Geoghegan Hart of The United Kingdom and Team INEOS Grenadiers Pink Leader Jersey Celebration Trofeo Senza Fine Trophy Duomo di Milano Milan Cathedral during the 103rd Giro dItalia 2020 Stage 21 a 157km Individual time trial from Cernusco sul Naviglio to Milano ITT girodiitalia Giro on October 25 2020 in Milano Italy Photo by Tim de WaeleGetty Images
Tao Geoghegan Hart of INEOS Grenadiers secured the 2020 Giro d'Italia title on the final stage (Image credit: Getty Images Sport)

Walking down Regent Street in the centre of London on Tuesday, Tao Geoghegan Hart strolls to the front of the 2,000-square-foot Pinarello retail store, where he thinks he will be doing a Q&A for his Ineos Grenadiers team. Pausing in front of the store entrance for a photo, he does not notice what shoppers strolling by saw in the display window – a new, pink, limited-edition Pinarello Dogma F12.

The recently-crowned Giro d’Italia champion placed a mask on his face and walked casually into the store, where he is greeted by a Pinarello representative saying, “Welcome. We have something for you. Something you might quite like to see.”

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