As the sun sets over the Critérium du Dauphiné peloton, evoking the jealousy of the teammates who were instead sent on a rainy and cold Giro d’Italia, there was something wrong with the team. Jumbo-Visma.
The black and yellow of their jerseys were the same, and now we’ve gotten used to driving them with Cervelos instead of Celeste Bianchis, but take a closer look, and you could see that some of the riders had blue tires.
The voice of the race radio for ASO races, Seb Piquet, was the first to spot these tires from his perspective inside the race director’s car, noticing that some members of the Jumbo- team Visma had a different color front tire, their rear remaining the usual black.
Anyone know why some @JumboVismaRoad riders have a blue tire on the front? @dauphine # Dauphine pic.twitter.com/uHaOgxItxvMay 30, 2021
Sadly, this isn’t the latest technological innovation, boffins in a wind tunnel somewhere discovering that blue is more aero than black, but is actually due to a business partnership the team has with a company called Swapfiets.
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Swapfiets are a bicycle subscription service operating in several European cities that provide members with an ‘always-on-bike’, their service cars with rooftop bikes often spotted in major metropolitan areas, and bikes recognizable by their blue front tire.
So, a marketing ploy, but a clever one. Hopefully then we’ll see EF Education-Nippo with tie-dye tires or Bahrain-Victorious with bright orange.
“Swapfiets is an innovative leader in urban cycling. Our team is innovative in the way we work, so we align with Swapfiets and you will see it in the peloton, ”said Jumbo-Visma boss Richard Plugge.
“We both believe that the more people cycle, the better it is for the health of everyone and the cities in which we live. Together we will help people ride more bikes, as a sport and every day. We hope that one day our next star athlete will have started his career on a Swapfiets road racing bike. “