High Visibility: On a Bike

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High Visibility features companies, products and collections that are raising brand awareness through strategic partnerships, sponsorships, consumer advertising campaigns and tie-ins to prominent events, etc. To be considered for inclusion please contact senior editors, Deirdre Carroll or John Sailer.



With all eyes on the Olympics it’s easy to lose sight of other sporting events. In this edition of Hi Vis we focus on the growing popularity of cycling and the brands who are carving out their biking niche…

With the Tour de France 2012 just wrapping and the London Olympics underway, cycling has become an up-and-coming sport in the U.S. With an increase in the popularity of cycling sports there is an increasing focus on what the average cyclist needs from their sunglasses. Adidas Eyewear from Silhouette once again sponsored the UCI Mountain Bike World Cup in Windham, N.Y. on July 1 where mountain bikers had to transition from shaded areas without much light to bright, roadside courses. Riders challenge is to find a lens which allows for full visibility on shaded paths while also providing accurate protection when racing across bright, un-shaded straight-a ways. Lenses from Adidas Eyewear featuring Light Stabilizing Technology offered them protection without compromising visibility. Adidas Eyewear also provided sunwear options that have custom fit technology, such as the Double-Snap Nose Bridge and TRi.FIT. As a sponsor of the UCI Mountain Bike World Cup, Adidas Eyewear works throughout the year to promote cycling across the U.S. Adidas Eyewear is also working with NICA, the National Interscholastic Cycling Association, to promote youth cycling, and sponsors Team Movistar in the Tour de France…



Speaking of the Tour de France 2012, Rudy Project was front and center on Italian rider Peter Sagan who rode for Team Liquigas-Cannondale and greatly exceeded expectations in his first Tour de France. After ruling the roost in the hilly finishes in Seraing and Boulogne, he waited until Metz to show he was able to beat the fastest sprinters on the flat, including fellow Rudy Project rider André Greipel. In addition to his three stage wins, he finished second in three, including the final stage. Time is on Sagan’s side as he still has three years to go to qualify for the white jersey for the best young rider. "I'm very happy for this Tour de France because it's a surprise also for me: three stage wins and the green jersey... that's great,” said Sagan. “I want to finish this season good. I want to do well in the Olympic Games and the world championships and maybe, afterwards, I'll start thinking about the Classics. Other riders have made big names for themselves over the years but I want to be the original Peter Sagan.”…



Transitions Optical has also gotten in on biking’s popularity as an official “Friend” of the world’s oldest, longest and largest bicycle touring event in the world, the Register’s Annual Great Bicycle Race Across Iowa (RAGBRAI), just completing its 40th year. Transitions, along with industry partner, Oakley, sponsored a team participating in the ride and also featured an experience area and trial opportunities for event participants. RAGBRAI began in Sioux City, Iowa, July 21, and finished in Clinton, Iowa, July 28. While competing in the seven-day bike ride across the state of Iowa, Team TransitionsOakley wore limited edition Transitions Oakley performance sunwear fitted in Oakley frames. Transitions’ “Innovation Stations” at the ride’s overnight stops also showcased five innovative biking and accessory products that enhance performance and the cycling experience alongside Transition lenses. During the stop in Marshalltown, Iowa, on July 25, Transitions’ area featured avid mountain biker Chef Kayne Raymond of BBC America’s No Kitchen Required, who performed a cooking demonstration using local ingredients.