Some collaborations are planned. Others grow naturally, kilometre after kilometre.
The one between 3T and Radio Deejay clearly belongs to the latter.
It all started with a relationship built over time with Francesco "Frank" Lotta, voice of Radio Deejay and host of Deejay On The Road. Over the past few years, through bike journeys in Patagonia and Japan, and the now iconic Christmas rides from Milan to Taranto with Scendere giù la bici, Frank has brought cycling more and more to the centre of his storytelling. And, more importantly, he has managed to pass that enthusiasm on to the people around him.
At the radio station, that means colleagues. Friends. Voices we’ve known for years.
Some were “easy targets”, like Linus, who has always been into endurance sports and cycling. But Frank didn’t stop there. He brought in people who, at least at first glance, were further from this world, building a storytelling project around the bike made of different people, perspectives and stories.
This is how a series of stories comes to life, featuring—among others—Matteo Curti and his love for wheelies, Sara Foresti and her family travel plans, and the stories of Nicola Savino, Diego Passoni and Francesco Quarna.
With each of them, Frank will share one or more rides. Simple moments, but real ones. To be told across his channels, as well as those of Radio Deejay and 3T.
A bike that speaks Deejay
To give this collaboration a tangible form, we created a special bike.
A Primo² WPNT, reinterpreted with a more urban, narrative approach: built with a flatbar, painted in unmistakable Deejay red, and enriched with the radio’s iconic graphic elements.
Above all, the motto.
“Run Like a Deejay”, originally created for the Deejay Ten, becomes “Ride Like a Deejay”.
Not just a slogan, but an invitation: to experience cycling with the same free, light and personal spirit as music.
From story to product
As often happens, a story also becomes a product.
For those who recognise themselves in this more spontaneous, everyday approach to cycling, a flatbar version of the Primo² WPNT is now available on the 3T website. A configuration that makes our platform more accessible and versatile, closer to urban and hybrid use, without losing the character and performance that define the Primo family.
Stay tuned
This is just the beginning.
In the coming months, the different chapters of this project will unfold: different people, different stories, one common thread.
The bicycle as a way to tell your story.
Ride Like a Deejay!
