WHERE LEGENDS ARE BORN
Persuaded of the power of the “legend” from the 2016 edition, the organization decided, in consultation with Hit The Moon, to internationalize the headline and turn it into the foundation of this bicycle race. The same is true for the basis of the new image campaign for
the 2017 edition.
Winning Kuurne-Brussels-Kuurne and becoming a legend is only possible if you have good genes, and you inherit those right from the start, in your mother's womb. Born with the talent and willpower to win the race. This sheds light, both figuratively and literally, on ‘Where legends are born’.