Trek Women Who Ride

[rij73]

It's a shame... I think it just doesn't even occur to lots of adults that riding a bike would be fun, healthy, useful, etc. Someone should be able to raise money for TV ads... What about Critical Mass or Transportation Alternatives? (Though we don't have to get into a discussion of those groups and their methods!)

[Kimmyt]

It's a shame... I think it just doesn't even occur to lots of adults that riding a bike would be fun, healthy, useful, etc.

I don't know... there has to be a reason all those pharmaceutical companies use screenshots of aging folks having fun riding bikes to give off a 'healthy' image and sell their ads.... if it weren't selling their product, they wouldn't use it, so obviously folks associate riding bikes with healthy living...or perhaps it is associated with youth.

[slmdunc]

The problem with marketing to and for females in athletics spans to many sports. My partner and I have been watching the current Women's World Cup (soccer) - and we are blown away by the lack of attention it gets in the mainstream area of sports. The U.S. beat England the other day in the Quarter Finals, and it was buried in the middle section of the NYTimes sports section on Sunday, with just a little blurb announcing it. It's a HUGE win, and yet - as with most female sports - it gets largely ignored.

Zen, I have been thinking about the marketing as well... I wish they would market more to females for all sorts of sports, namely biking. One could say, well, there is not a big enough market to spend those kind of advertising dollars - and yet - if one WERE to spend some money advertising it, the market would GROW. Catch 22.

So - in conclusion - yes, the Trek campaign is seriously lacking in diversity, but AT LEAST it's something. Baby steps maybe.

[Zen]

So - in conclusion - yes, the Trek campaign is seriously lacking in diversity, but AT LEAST it's something. Baby steps maybe.

Seems to me they're selling to those who are already buying.

I have been seeing a lot of the U.S. Women's soccer team with Nike but we know they have a ginormous ad budget. Probably the only coverage we'll see of them on network TV

[KSH]

Well I liked reading the following:

Susan is best described as “A one woman show”. She made us laugh as she described her bike as her “saving grace” during her 40 months of pregnancy, 210 pound weight gain (and loss), 48 months of nursing and the hormonal battlefield she calls her bod

“Take that Cancer!” was Jen's mantra last September as she crossed the finish line at her first Danskin Triathlon.

An inspiration to eveyone who reads her story. Laura shares the trials and tribulations of her journey to lose the “extra person” she carried with her until March 13, 2007.

At 60, Marie has broken down more barriers to cycling than most. Her story of achievement is impressive and inspirational.

So, yes they are lacking diversity and darker hair color... but they picked 2 ladies who lost a lot of weight (that's inspirational- and a good reason to ride), a cancer survivor, and someone who is "older".

[slmdunc]

I have been seeing a lot of the U.S. Women's soccer team with Nike but we know they have a ginormous ad budget. Probably the only coverage we'll see of them on network TV

I know! I love them! It's quite on topic actually... the subject of the commercial is "The Greatest Team You Never Heard Of," and the joke is the team dealing with a new PR Director, hired to "get them noticed." Hee.

[amymisk]

I have to agree with Pinkbike- trek is trying to sell bikes, it is marketing. I also wouldn't want to force diversity for diversity's sake. There are minorities who ride, but cycling is primarily a middle to upper class sport. It is a very expensive sport/hobby and not widely marketed. Our culture is focused on other sports, not cycling. It is great to see some marketing regarding cycling. I also don't need someone who looks like me to relate to. I love the Alberto Contador example.

Speaking of marketing, there is a Volvo commercial out featuring a "mom" cyclist on a journey of some sort with her husband as the sag driver of a volvo. Cute commercial, and shows cycling.

Bicycling magazine has been critized for using models, instead of real cyclists. They too are trying to sell the image of cycling.

I hope it all works out well for Trek and it is nice to see something focusing on women and that might inspire others to get out and ride.