Dear Valentino Campagnolo,
You run one of the finest companies involved in the world of cycling. Heritage and innovation combine to make some superb products. For me Super Record represents the summit of groupset development.
But you have to drop the marketing use of “Campy”. I recognise this term has gained ground amongst American consumers. This market is very important to you. But for other English-speakers around the world, “campy” is a loaded word. It is the adjective of camp, and I’m not talking about outside accommodation:
Campy [kam-pee] –adjective, camp·i·er, camp·i·est.
of, pertaining to, or characterized by camp: a campy send-up of romantic operetta.
A reasonable description on the internet also states that campy relates to “an aesthetic sensibility wherein something is appealing because of its bad taste and ironic value“. Put simply the mention of Campy Tech Labs conjures up images of engineers in tight lab coats working to music such as the Rocky Horror Show and Boney M.
It surely cannot be that you want to associate Campagnolo, its history and its brand, with bad taste and irony? It may be a term of affection from American firms but it risks mockery in the rest of the world, all for the sake of two syllables. Forza Campagnolo!
Yours in sport,
The Inner Ring