Summer is finally here (well, has been for a few weeks now). It was an unusually cold and bitter winter, not so much with the snow, but just darn cold and icy. It doesn’t seem that long ago when it seemed summer would never come. Being a commuter, I am finely tuned to the weather and noticing when the seasons change here in Colorado. For the past three years or so, we have have skipped right over spring and entered directly into summer. After a while, one can dial in their apparel needs down to a couple of degrees in range. Is it a bootie day? Neoprene or fleece-lined? Big soccer-goalie gloves or liners and long finger cycling gloves? Bar Mitts (awesome)? (more…)
Has anybody else noticed Pearl Izumi’s recent anti-car fervor? I present two items of evidence. Exhibit 1 is their “PETROLEUM: Satan’s Energy Drink” at their Interbike booth last September, complete with “$6.66” for the price of gas. You can’t see it in this photo, but “Satan’s Energy Drink” is in huge letters at the bottom of the gas pump.
Exhibit 2 is a Pearl Izumi poster in a recent issue of Road
magazine. Most people possibly didn’t notice it because the flip side is a pinup featuring a scantily clad woman that I definitely would not be permitted to hang in my harassment-free work place, but one side features a pile of crushed cars with “AMEN” in huge bold letters.
I like the marketing, but it just seems odd to me. I don’t perceive Pearl Izumi’s target market to be the car-free crowd. They sell excellent technical cycling gear (of which I own and use several items), but the typical “cars r coffins” folks generally wear street clothes, while somebody wearing a pair of $200 Pearl Izumi bibs, $180 PI Octane jersey, $20 PI microsensor skullcap, $25 arm warmers and leg warmers and $50 PI gloves probably is also the demographic for all of them SUV ads in Bicycling magazine.
My perception: A company like Clif, which has a history of corporate responsibility and involvement, has a genuine message. I could be wrong, but Pearl Izumi’s campaign strikes me as somebody who’s jumping in on a fad and doing “green” marketing because it’s the in thing.