If you are the proprietor of a blog or website, I implore you to join the fight against driving while distracted by posting this image. Sure, I've taken on causes, promoted them, and then abandoned them before, but this one's different. This campaign will save lives and not just lifestyles, and by ungluing cellphones from the sides of drivers' heads we can benefit all cyclists, not just messengers. Because when you're driving, the only thing that should be stuck to your head is your gooey, gelled-up hair. (And I shouldn't even have to mention driving drunk. When you're driving, the only thing that should be plastered is your hair to your scalp.) So help spread the word!
Nike Windrunner Ride L.A. from Veesh on Vimeo.
I guess this happened over a week ago now, but word travels slowly to the East Coast. At any rate, it would appear that Nike has harnessed the irresistible lure of the free windbreaker in order to get a bunch of people to ride around Los Angeles on fixed-gear bicycles and make a free commercial for them. It's like a Critical Mass of consumerism!
However, judging from the Nike Windrunner ride, they've actually managed to stay in cycling, only in a much smarter way. Now, they no longer need to spend extra money on costly things like making cycling products and buying ad space for those products. Instead, they can simply take some of the non-cycling products they've already got lying around and then get a bunch of people to ride their bikes in them. Also, they've wisely chosen to focus on fixed-gear cyclists, who not only readily accept fashion over function but who also live to make videos of themselves wearing those fashions. This is a vastly more intelligent approach than Nike's previous one, which basically involved selling cycling-specific products (like their rebranded DMT cycling shoes) to bike racers who are notoriously fickle and who occasionally demand irritating things like performance.
See, no company with any sense would ever sell something as specialized as a cycling shoe. You can't wear those things anywhere off the bike, and you definitely won't find a bunch of kids who don't ride bikes deciding that carbon-soled road shoes are cool and wearing them to the mall. So making something like that is not good business. But what is good business is taking a windbreaker you've been making for 30 years, getting a bunch of people to make a free commercial for it, and then maybe--just maybe--if that pays off making it "cycling specific" by putting a bike-related logo on it.
Because why should something be purpose-built when it can be re-purposed? It may not be cheaper for you, but it's definitely cheaper for them. And isn't helping people sell you stuff what cycling's all about?