It’s been a long time since I rode, and I’ve disliked cyclists for quite a while. They’re always hogging the road, wearing outfits more suited for the Tour de France than for the path to the local grocery store. I just didn’t understand it.

But then I had to stop at Erik’s for a new tire, and saw all the jerseys on the wall. I realized those cyclists in a group, like all other hobbies, have brands that customers are loyal to, and those customers are willing to wear their loyalty on their sleeves.

Or chests. Or backs. Basically anywhere they can put a logo, it’ll be there.

Wearing specific clothing starts as a form of self-expression, but can turn into brand loyalty the more you wear that clothing. Brands capitalize on this and provide clothing for any weather condition, and whatever you’re doing, allowing it to become a necessary part of that consumer’s life.

In the end, I understand why those group cyclists, and other groups in a sport or hobby, readily advertise for brands that fill a need for them. I recognize It’s free advertising for a company, and see how effective it could be in helping consumers make purchase decisions, but You won’t see me in one of those skintight biking suits anytime soon.

I’ll stick with my light and comfortable Nike ‘Dri-fit’ shirt and shorts, complete with a huge swoosh logo on them.

Will Michaelson

Business Development Manager

re:member group

952-224-8002

will@remembergroup.com