The people running Rapha, a succesful fashion bike brand, previously built Lance at Nike, including the swooshiness of LiveStrong. The winner of the Tour last year in is their kit and upon them a bequeathed burden.
Now that Rapha has inherited the role of myth making this sport -- doing so with a swatch of pink and a shoebox full of old race postcards for inspiration -- let's hope the marketing copy is realer this time.
When Rapha dips into that font of hard men doing miraculous things on a hero's journey with a light bike and a hashtag slogan, it should write more than a script for self quantifiers on a social network.
Because Wiggo’s wit, mutton chops, or a pretty kit, isn't all we need. We also need to believe.