Dignity

Tuesday, 4 January 2011

The Quick Step team have held their pre-season training camp in Tenerife. As well as the stock individual photos, the team took a moment to publicise latex pillows and mattresses on offer from their sponsor Latexco in a rather bizarre way:

Caught napping

I put the same photo on Twitter earlier and received plenty of amusing replies, plus a few from curious people wondering just what were they thinking?

You could say the photo is genius since it’s gone viral, people around the world are now talking about it and the very fact that I’m typing this is beaming out more publicity for Quick Step and their smaller sponsor.

Even if this holds true, surely Latexco’s gain is Boonen or Chavanel’s loss? The fakery of the pointless image, plus the proximity of Tomekke to Steegmans, is going to have them laughing in Flanders. The last thing the team needs is to become the butt of jokes, especially since arch-rivals Omega Pharma-Lotto threaten to outclass them on the road. This isn’t exactly Flandrien, is Patrick Lefevere losing his touch?

Even Pozzatto, he of the seedy Sidi ads, must be having a chuckle somewhere given it’s not the first time Boonen has been caught looking silly on camera. Plus let’s remember the Quick Step team has already used quirky imagery before in order to shift a publicise mattresses:

Nevertheless whilst the above photo isn’t exactly sophisticated either, it’s also part-genuine since Pineau and Chavanel at least have a reason to demonstrate their springy beds.

Anyway, if the marketing message is strange, it’s all harmless and light-hearted stuff. I suppose the riders should be grateful they are not sponsored by Pampers.

Main photo: cyclingnews.com, by Tim de Waele

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{ 6 comments }

bikecellar January 4, 2011 at 8:47 pm

Or Durex ? Sorry!

TheInnerRing January 4, 2011 at 8:52 pm

Well that's just another form of latex I suppose but yes, I get the picture!

bikecellar January 4, 2011 at 8:59 pm

You get the picture? I've just nearly choked on my cup of tea. lol.

limonata January 4, 2011 at 10:26 pm

This is classic Euro. Pro teams have done this type of thing tons of times in the past – Predictor-Lotto did a photo shoot holding pregnancy tests.

Touriste-Routier January 4, 2011 at 10:39 pm

I thought they were photographed testing their new TTT equipment.

Anonymous January 5, 2011 at 1:15 am

No way Lefevere knew anything about that photo hitting the streets. Heads are going to roll. A Classics teams image must be at least as hard as the cobbles they devour. This photo wouldn't even make the cut in YMCA soccer.

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