The BEEF is a punchbag modelled on a side of beef. If you know what it means, you do not have to read any further – just order one from Dizeno, put on a wool hat and a grey hooded sweatshirt, and get ready for a sudden increase in the testosterone level.
For those who did not grow up in the 80s: Rocky Balboa, the Italian Stud – the hero of the movie series of which the first one was awarded three Oscars – before he got a chance to fight for the world heavyweight championship, he started from scratch. He used to train on sides of beef which he got from his befriended butcher. Those Spartan conditions and his willpower, necessary to take up such a challenge, inspired designers from the Dizeno studio to pay tribute to people who starting from scratch try to realise their dreams, even the utopian ones.
The BEEF, similarly to the movie, has to be treated in the multidimensional context, not only as a sports gadget with pop cultural undertones.