My concern here is that this is not a charity or non-profit organization, yet is using TE to sell shirts for a profit.
Yes it is a positive pro-cycling pro-safety message on the shirts. However, at that point anyone can put "Share the Road" or "Fight Cancer" for example on a shirt/jersey and then promote them for sale here, under the protective umbrella of "spreading the word to save lives". If it's a private for-profit business, then this is a commercial sales post, regardless of intentions.