Vittoria's Big Bet: "Naturally Fast" and Only Brown
Vittoria's new Terreno PRO gravel tires claim huge performance gains, but the real story is their radical bet on sustainability—and a "natural brown" only colorway.
It’s not often a tire launch feels like a major event, but Vittoria's new Terreno PRO gravel range is one of the more interesting product moves I’ve seen in a while. This is their first big update in a decade, and they're coming out swinging with bold claims: 5% faster, 19% more grip, and 18% more puncture resistance. Getting Tom Pidcock's seal of approval doesn't hurt, either.
But honestly, the performance stats aren't the real story here.
The real story is the massive bet Vittoria is placing on sustainability. These tires are made with 92% renewable and recycled materials, including organic cotton, rice husk ash, and even nylon from recycled fishing nets. They're branding it all as "Naturally Fast." And to make sure you don't miss the message, the tires only come in a "natural brown" color.
This is the part I find fascinating. The CEO stated they want black tires to "start to look outdated." This isn't just offering a new "eco" option; this is a top-of-the-line, $110+ racing tire that makes its environmental credentials its visual identity. In a market obsessed with performance, Vittoria is forcing a new variable into the conversation and wearing it right on the sidewall. I'm incredibly curious to see if the performance lives up to the hype—and if the rest of the industry will be forced to follow.
