#kwadro

[lisboalife]

Comment: villatattooclub_ said "@luis.azare.tattoo throwing down this Johnny Cash right now! #worldfamousink#worldfamoustattooink#kwadron#cheyenne#cheyennetattooequipment#inkbooster#johnnycash#johnnycashtattoo#almada#portugal#realism#portrait#tattoo#ink#inkedgirls#inkedmag"  

[thelilithhhh]

Please come to our exhibit "Pitik Bulag" at Image Factory Studios 3rd flr ZETA Bldg. 191 Salcedo st. Legazpi Village, Makati. Hope to see you there! Till April 22 9am - 6pm. #KWADRO #PitikBulag (at Image Factory Studios)

[yefrifotos]

Julien Taramarcaz - Corendon Kwadro

[cyclocosm]

When I need to know how to pronounce (or attempt to pronounce) a non-English name, the first place I look is Forvo and the second is YouTube. That's where stumbled across this 2013 ad for KwadrO.

Like many non-WorldTour Belgian sponsors, KwardrO is a construction materials company, and in this spot a variety of "topatleten" take turns attempting to destroy a tamper-proof, safety-glass window fixture. 

It's a little bizarre to image that resisting Niels Albert—spindly arms, full kit, awkward in stiff MTB shoes on a hardwood floor—would come across as any sign of strength. He seems to struggle to even wield the sledgehammer he's given for the task.

And yet, here he is, smashing away over a dubstep classic rock remix. Behold the marketing power of sport.