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Founded in 1951 in Nevers (France), the company makes ball bladders as well as frames and components for high end racing bikes. Jean BEYL, then founder of the brand and passionate skier, will forever change the course of LOOK’s history. Whenever the opportunity arises, he leaves Nevers to hurtle down mountain slopes.

The man is not afraid of a challenge. That year, he crashes in the snow and as a result breaks his leg. From his hospital bed, he is sure of one thing: his shoes are at fault as they were fixed to his skis with laces. Jean BEYL decides to invent a plated ski binding: the ‘anti-fracture’.

This invention will change the sporting world and particularly that of road cycling. In 1963, the company develops its first pivot binding named the ‘N17’ offering an unequalled level of protection and performance.

1984 marks a turning point for the cycling world. LOOK’s directors decide to adapt its ski binding concept to cycling. The company thus develops the PP65, the first automatic pedal, designed to bring security whilst offering the cyclist a yet unequalled level of performance.

The next year at the Tour de France, while the cyclists have their feet fixed to the pedals by straps, Bernard HINAULT tests out this revolution. At the end of stage fourteen near Saint-Etienne, he falls heavily during the final sprint. After crossing the line, his face bloodied and his nose fractured, he speaks to the press: “I still have both my legs, both my arms and I think that is the most important fact.” “Without the PP65, the fall would have been a lot worse and I probably wouldn’t have been able to start the next day. It’s the most important technological evolution of the last 30 years.”

That year, HINAULT won the Tour.

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