We're proud to unveil our new campaign launch video: One Less Sacrifice.

Inspired by the sacrifices every cyclist makes in the pursuit of performance, our campaign, filmed on the South Downs in the UK, follows three riders through the daily disciplines we all know too well: shaving your legs to save watts, wincing through shakes & gels to fuel rides and wearing tight and uncomfortable aero gear - all in the name of speed.

Veto was founded with one simple question in mind: why can't you have both comfort and speed?

With our socks, the riders make the change from discomfort to comfortably fast - because you perform best when you're at your most comfortable. That means you can enjoy a pair of socks that will look after your feet ride after ride, with an additional 3.6 watts of speed.

That's one less sacrifice to worry about.