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It’s a story about Joe. Joe is the protector of the cyclists Joe is one of the most widely known protectors of the cycling community in the world. Joe no-flats was born with extreme love for bicycling and fresh air that makes him a free spirit. Free to ride, travel, explore, commute or compete, and above all to protect the gear of his fellow cyclists around the world. Joe has a variety of skills: strength - so non of his fellow cyclists should worry about a flat. wisdom - on his spare time Joe likes the occasional R&D fun, so he brings to the world the most useful products. inovation - let’s just say that you won’t see a drop of mud on this bear :) functionality - he likes to keep his equipment clean, lubed and functional all year long. Joe is your friend you can trust Joe with your bike.