The campaign to launch Peter Sagan’s fifth signature product line channeled the opulence and style of 1970s sports stars like Jackie Stewart and Bjorn Borg. In this editorial shoot, we built a narrative around Peter Sagan in 1974 Monaco—a budding young cycling star on the rise—driving vintage muscle cars and dressing to the nines. Photographed on the Riviera by noted photographer Ben Ingham, we captured Sagan as he’s never been seen before.