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.