Time Pedals ad -- the (commercial) narrative has truly changed

[Big Doopie]

So is this the first advert refers to PEDs?

hmm.

good question.

anyone?

 

[Big Doopie]

It didn't take them 24 years.

LeMond introduced clipless pedals into the pro peloton.

He used Time pedals and originally used Time shoes as well. He then switched to Carnac shoes with Time pedals.

This is not the first time that he has been used to promote Time products.

Dave.

Dave,

has lemond been used in their ads in the past 20 years? idk. if not, that is what i find interesting...

 

[Big Doopie]

What it says is pretty obvious. Manufacturers of cycling gear and their advertising agencies have a very clear understanding as to how destructive two decades of serial doping have had on the integrity of the sport.

Who wants to be associated with Trek or Nike after their abysmal judgment in selecting advertising role models.

The reality is Liestrong and the others, with the wilfull blindness of the UCI (McQuaid) have dragged the sport into the muck. This is why RadioShack is bailing. Others will do the same. Others advertisers who would otherwise advertise in the sport won't touch it.

Yet there is no movement to challenge McQuaid's Presidency. Garmin keeps hiring riders who have doped or were suspended for whereabouts violations. Other teams continue to hire past dopers. Other teams have DSs that doped. The clear message from the riders, the teams, the management and sponsors is they don't care about the integrity of the sport. They just stick their head in the sand hoping history will pass them by. Well it won't.

Cycling is down to its last bottle of oxygen.

salient points. (personally, the only issue i'm not sure i agree with you about is garmin, but that is for a different thread)

cheers.

 

[esafosfina]

Re: Greg using unbranded Time shoes... ADR were sponsored by Axo shoes in 89, and they were crap. I had it written into my contract that I used Time pedals and shoes, and if memory serves me so did Greg. No idea why he took the Time logo off...

 

[Fortyninefourteen]

Re: Greg using unbranded Time shoes... ADR were sponsored by Axo shoes in 89, and they were crap. I had it written into my contract that I used Time pedals and shoes, and if memory serves me so did Greg. No idea why he took the Time logo off...

Because they would not pay. Greg was a bit of an *** when money was involved.

 

[ultimobici]

Because they would not pay. Greg was a bit of an *** when money was involved.

He was one of the first riders to not adopt the cap-in-hand approach to contractual negotiations. As such being an *** is no different to you or I insisting on being paid overtime for extra hours worked. Or do you do that for nothing?

 

[thehog]

It didn't take them 24 years.

LeMond introduced clipless pedals into the pro peloton.

He used Time pedals and originally used Time shoes as well. He then switched to Carnac shoes with Time pedals.

This is not the first time that he has been used to promote Time products.

Dave.

LeMond did nothing of the sort.

Hinault and LeMond wore Look pedals at LeVie Claire who were sponsored by Look who at the time were a Ski binding company.

LeMond changed to Time after his hunting accident.

 

[ultimobici]

 

[Fortyninefourteen]

LeMond did nothing of the sort.

Hinault and LeMond wore Look pedals at LeVie Claire who were sponsored by Look who at the time were a Ski binding company.

LeMond changed to Time after his hunting accident.

I am pretty sure there was a period where he wore Brancale. I don't think he ever wore the Look shoe.

 

[ultimobici]

I am pretty sure there was a period where he wore Brancale. I don't think he ever wore the Look shoe.

Probably because Look didn't do shoes in 85/86/87. Hinault used Patrick and Lemond, as can be seen in the pics above, used Brancale. He switched to Time in 89, then back to Brancale in 1990 & 1991. I seem to remember him being on Carnac from 1992 until he retired.

 

[will10]

So is this the first advert refers to PEDs?

 

[Fortyninefourteen]

Probably because Look didn't do shoes in 85/86/87. Hinault used Patrick and Lemond, as can be seen in the pics above, used Brancale. He switched to Time in 89, then back to Brancale in 1990 & 1991. I seem to remember him being on Carnac from 1992 until he retired.

Wrong about Look not having shoes in 86 and 87.

Look had Steve Bauer signature shoe called the AP 65 in 86-87, and then they launched AP76 a year later. The shoe Hinault wore in 85 was in fact a custom made Patrick shoe.

The very first Time shoes were made by Carnac, until Carnac was making more shoes for Time than themselves.

 

[D-Queued]

Not quite, that was Bernie!

Possibly, but perhaps not.

LeMond introduced clipless pedals in 1986 when he was the Team Leader. Hinault, as we know, didn't agree with the decision and tried to steal Greg's win but LeMond still went home in yellow.

Hardly. Lemond was considered a has been in 89. His team thought they could stiff him for his salary, so I doubt anyone was queuing up to pay him endorsement money. As for his shoes being debranded, it's more likely due to the modifications he used to have done. I seem to remember him saying he was a 45 front with a 42 rear. Besides, debranding a Time shoe was pointless as they were instantly recognisable.

Right. A has been that won both the Tour and Worlds that year. His first full year back from his previous yellow.

With that kind of record, I am looking forward to becoming a has been.

Dave,

has lemond been used in their ads in the past 20 years? idk. if not, that is what i find interesting...

Not that I know of. And, yes, I agree. It is very interesting.

Re: Greg using unbranded Time shoes... ADR were sponsored by Axo shoes in 89, and they were crap. I had it written into my contract that I used Time pedals and shoes, and if memory serves me so did Greg. No idea why he took the Time logo off...

LeMond did nothing of the sort.

Hinault and LeMond wore Look pedals at LeVie Claire who were sponsored by Look who at the time were a Ski binding company.

LeMond changed to Time after his hunting accident.
...

Sorry, I stand corrected. And clearly defer to esafosfina's firsthand experience.

Greg did use the Time Pedals/Carnac shoes combo with Team Z in 1991 for sure. In this case, I can also provide firsthand confirmation as I have one of the team bikes.

Dave.

 

[ultimobici]

Possibly, but perhaps not.

LeMond introduced clipless pedals in 1986 when he was the Team Leader. Hinault, as we know, didn't agree with the decision and tried to steal Greg's win but LeMond still went home in yellow.

1985 Bernie & Greg

Right. A has been that won both the Tour and Worlds that year. His first full year back from his previous yellow.

With that kind of record, I am looking forward to becoming a has been.

Lemond's return from his accident was anything but smooth. 1987 was a virtual write-off, as one would expect. But 1988 was no better. He barely started a race in PDM colours and had finished the year breaking his contract. So his marketability was severely compromised with regards to racing linked endorsements. In order to use Lemond's cache and link it to their product he had to be seen racing with it.

Come 1990 it was a different matter. 1987-8 was a mere blip or more accurately was an essential part of the comeback story.

 

[D-Queued]

...picture clipped...

1985 Bernie & Greg


Lemond's return from his accident was anything but smooth. 1987 was a virtual write-off, as one would expect. But 1988 was no better. He barely started a race in PDM colours and had finished the year breaking his contract. So his marketability was severely compromised with regards to racing linked endorsements. In order to use Lemond's cache and link it to their product he had to be seen racing with it.

Come 1990 it was a different matter. 1987-8 was a mere blip or more accurately was an essential part of the comeback story.

This is possible.

He did, however, introduce carbon forks in '87 and then - very famously - aero bars in '89.

In other words, he remained a huge driving force (the force) in equipment technology advances during that 'blip'.

The point to all of this, is that his legacy of technology introduction should be viewed as integral to this Time ad.

Dave.

 

[Big Doopie]

This is possible.

He did, however, introduce carbon forks in '87 and then - very famously - aero bars in '89.

In other words, he remained a huge driving force (the force) in equipment technology advances during that 'blip'.

The point to all of this, is that his legacy of technology introduction should be viewed as integral to this Time ad.

Dave.

May be just a technicality but actually several 7-11 riders introduced aero bars at the tour de trump/DuPont in the spring of 1989 before Lemond famously used them in the tour.

 

[Fortyninefourteen]

This is possible.

He did, however, introduce carbon forks in '87 and then - very famously - aero bars in '89.



Carbon forks were first found on the Look KG 85 made for them by TVT, in 1985 and 1986. The forks were recalled after several failures at the crown, and were replaced with unbranded Vitus forks for a period of time.

Was Greg even riding at all in 87??

 

[D-Queued]

This is possible.

He did, however, introduce carbon forks in '87 and then - very famously - aero bars in '89.



Carbon forks were first found on the Look KG 85 made for them by TVT, in 1985 and 1986. The forks were recalled after several failures at the crown, and were replaced with unbranded Vitus forks for a period of time.

Was Greg even riding at all in 87??

Yes.

Dave.

 

[Moose McKnuckles]

Bingo! the PR brigade knew you were out there. They made the connection, to appeal to nostalgia, clean image rider with tried and tested product.

I hate all modern bicycle equipment, it is all made of plastic.....as a measure of how souless cycling has now become.

Uh, ok grandpa. Don't forget your meds.