Though bicycling has been around for well over a century, bike makers and cycling advocates realize the importance of coming up with fresh angles to maintain media interest. Often, they do so by piggybacking on larger societal trends.
Today, that includes touting biking as a commuting alternative, leveraging the return of Lance Armstrong to the Tour de France, and encouraging riding as a solution to the obesity crisis.
“This is a story with a lot of different ...