Pirelli has long had an affinity with the mountains and the adventures they inspire. In an article published in Pirelli magazine number 5 – in October 1951 – entitled The Stupidity of the Mountain, Dino Buzzati tells the story of Pietro B, an elderly, wise and wealthy widower who tries to convince his nephew Enrico that climbing to the top of Monte Disgrazia in the Italian Alps is a huge waste of time and energy, and that there is little sense in putting in so much effort only to descend again. In the end, however, Enrico's passion prevails: “Hi, Uncle Pietro, I'll say goodbye, I'll take the train and I'll go to my idiotic, stupid, cretinous, wonderful mountains!”
Then, in Pirelli’s first magazine of 1954, there is an account of the Italian expedition to conquer the Himalayan summit of K2 led by Ardito Desio and including Achille Compagnoni, Lino Lacedelli and Walter Bonatti. The article includes a detailed description of equipment featuring Pirelli rubber, which had revolutionised skiing, like many sports, with its accessories and modern devices for transporting skis and luggage on a car roof – such as the Pirelli-Kartell ski rack – along with cable cars and winter tyres designed for snow and ice.
Today – in rather more comfortable conditions – Pirelli continues that tradition with its St Moritz to Milan e-bike adventure, covering around 200km over eight days and leaving the Swiss Alpine town to head off on the road to Italy over mountain passes.