Rapha and Team Sky - a challenge for rapha branding?

The news that Rapha is teaming up with Team Sky became a well known fact to everyone on the 30th of August. Exciting news in many ways, as Team Sky is well-known for its high demands when it comes to quality and "marginal gains", while Rapha has managed to picture itself somewhere between the high-end manufacture line and lux. The downfall, at least for Rapha's part is considerable, as any supplier to one of Britain's top performance brands. At the same time, remember Rapha is not new to the racing stage, they have supported Rapha Condor Sharp (RCS) a pro-continental team for several years benefiting from experiences in tech drawn from there.

Branding
Much can be said and written about branding. Worldwide consultants paid by the hour compete telling us as consumers and corporations how necessary it is to be visibly out there. So what is branding? Branding is linked to many aspects; sales, marketing, strategy, storytelling, identity etc. The American Marketing Association (AMA) defines a brand as

name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.   

Therefore, it is logical to link psychology to branding, to get consumers to believe that a product/brand is the only one that can meet the standards or solve my "problem."

Upwards, downwards or sideways
It didn't take long before both Team Sky boss Brailsford and Rapha CEO Simon Mottram released the usual carefully written statements surely approved at multiple levels in both organisations. Usually I'm not that interested in them, as many tend to be "attributed quotes" as the eminent Inner Ring has written about earlier.

How will the deal between Sky and Rapha affect consumers?

Yesterday I tweeted exactly that, mentioning that I look forward seeing what will happen to the brand. I must admit I like the brand. The way they have build their brand along the years, particularly the stories and pictures. I also have some clothing, very happy with some of it, not so with every piece of clothing.

When a manufacture sponsor a team, there surely (as well as hopefully) there will be an increase in sales. That's the point in the first place, right? Rapha has managed to link itself somewhere near the lux-scale in clothing today, upscale pricing isn't, of course, in itself a sign of quality, but Rapha has managed to brand itself to that too. Based on activity on twitter when Rapha is being mentioned, it seems people either like it or hate it, not so much in between. Much of the criticism have been regarding pricing. Today, a number of Rapha products are being made in China by KTC, albeit designed in the UK. As volume increases, will we see lower prices? Claims have been made that some manufacturers have operated with one clothing-line for pros and one for the others. Of course, pros might have made to measure jerseys, as they tend to have slightly less arms than most, but if the fabrics are two very different, some people might react. My opinion is that you get what you pay for and perhaps is this the way it will and needs to be. Alex Murray called this "diffusion line" earlier today, "slightly cheaper materials/manufacture, but same look."  

What I surely think Mottram didn't expect when he co-founded the brand in 2004 is the possibility to find a replica jersey in a mobile trailer sales-out at the foot of Alpes d'Huez. Another way of viewing this is that you actually succeeded in building a great brand since people are copying your products.

Summary
What will come out of the Sky-Rapha deal will be exciting. The people behind Rapha have been very consistent and thoughtful in their branding up to now, so there is nothing indicating this will not go the way they have planned. If they are able to meet the formidable focus Sky have on R&D, details and "marginal gains". A chance like this for a manufacture is a once in a lifetime shot so why not grab it with both hands?

To us consumers? Hopefully a lower price on their products, as the volume most likely will increase. If Rapha want to differentiate between the highest end of products and the products for recreational riders, please do so. After all, as Alex Murray wrote, one can still earn lots of money on cheap(er) things:

Reinstate the jerseys

(click picture to enlarge)

Take a good look at the picture from the Vuelta homepage. By the looks of things, it might be the battle for KOM but it is not. It could be the fight for GC, but Degenkolb doesn't quite add to the equation, does he?

Yes, of course it is the point classification, or "sprinters' jersey."

Make the competition a competition
Traditionally, everyone got a feeling for the jerseys, they are brilliant in themselves, not only a thing to aspire to for the riders, but an easy way for beginners of the sport to get an understanding of what is going on. Say "yellow jersey" and most people on the planet will relate that to the leader of the Tour de France. What a  fantastic brand.
Jerseys in cycling are sort of iconic and need to mean something to everyone, its bounderies and framework clear cut to avoid confusion. If riders, sponsors and fans miss out the sense-making, where would that lead us?

At the same time it is easy to forget that the green jersey is not a sprinter's jersey, it is the points classification. Two different things. Does the GC winner need an extra one or is it possible to turn it into a sprinter's jersey? Perhaps will the result be that several more sprinters would show up for the entire vuelta, instead of leaving early as we have witnessed before.

Edward Pickering from Cyclingsport magazine wrote an excellent comment on the competition for the polka dot jersey a compelling one, I'd expect the ASO to learn from this. The fight for jerseys should be special to all the different categories of riders, hence the increasing specialization in cycling today. Mark Cavendish fought very well for the red point jersey in the giro, only to loose for Rodriguez by one small point at the very last possible stage (yes, there are points in the last TT too, but not likely Cav or Rodriguez would grab one). Battles like these are amazing to witness, for everyone. For the organisers, fans and motivational for the riders to be a part of themselves.

Summary
So ASO, please do us all a favour and reinstate the jerseys. Bring them back into the spotlight and make the competition for each a good one.

The easy way to get a pro cycling team united

How do the Team Managers and the Sport Directors make a professional cycling team truly united?

There are many ways to do so, some do teambuilding like they experienced it as riders, some not the way they experienced it as an active rider. Some use common sense whilst some Team Managers trust science and Harvard Business Review. Some, like Bjarne Riis, trust people like B.S. Christiansen, the famous Danish coach with Special Forces background. B.S. is currently not working with Riis any longer. I know riders who will be pleased hearing this, because some didn't enjoy his famous training camps - at least not a the time while it lasted.

I like to believe cyclists have a high team spirit. After all, they experience some serious pain together in every condition possible and we all know what that makes to people together, right?
Why is it then, that on the first training camp of the year, it looks like a gruppetto coming down the road instead of a team?


This picture shows what I believe some teams can do different and it doesn't cost much either.

Team Astana - oh wait a second - Saxo? No, actually it is Radioshack
Pic by Casey B. Gibson - Cyclingnews.

Yes, I am aware that some teams change their team kit late autumn or during Christmas time due to changes in sponsors and other matters. The main reason we see cyclists dressed differently while training in a team is probably that new cyclists legally belong to their new team from 1st of January. However, many training camps have been held after this date and the riders still look like a group of people from your local cycle club doing their Sunday ride. Except the speed but I'm sure you get my point.

39teeth presented a picture of Team Geox on twitter today from their training camp, no one having team kit, but all dressed in the same outfit - all black. I actually think this is good. Not that they don't have their team kit by now, that's obviously much to late, but glad they all dress the same. 

I am not a kind of guy who needs everything in order, who strives to keep my house shine, but I truly believe same outfit will make the guys feel like a team faster. And, for whatever it's worth, I don't think any football team would do things this way. Imagine the chaos.

If you gather 22 or so riders from every part of the globe, from all kinds of teams and some have even trouble make themselves understood due to language barrier - what to do? The first thing every other group of people do in teambuilding is to get everyone out of the known environment - that would be the office- and remove all forms of hierarchy in the group. Every group will get an object or a colour that identifies the team. Next thing you'll know you are building towers out of toothpicks but that is another story. The single most important thing is unity. If you create unity - you'll have identity to build from and the riders will co-operate on a whole new level. After all, cycling is a team sport, that we know for sure.

Perhaps will there be a change to all this. Perhaps the UCI will put a tax on team kit as they have on bikes causing teams to have team kit ready in October along with the financial backing needed. Perhaps do Team Managers see that this is a very cheap way of creating a robust team from the very start. Then everybody will not be in doubt what team they spot along the roads.

Pic by Richard Moore (Team Sky website)

Radioshack picture by: Casey B. Gibson - Cyclingnews, downloaded here

Team Luxembourg showdown 1.2

I'm going to summarize my impressions and thoughts over last evening's show in Luxembourg. To be honest, it didn't quite live up to it's hype. Then again, what does? Ken Sommer and Brian Nygaard had promised a "spectacular show", "American style" - that didn't happen. It was something new, that's for sure and well orchestrated indeed, but the roof was never on fire. The team managed to present themselves professionally and the roster is indeed impressive. That is the most important matter. An exciting mix of older, experienced riders like O'Grady, Bennati, Voigt and Cancellara, of course there is the Tour's runner up Andy Schleck and his brother Fränk, as well as younger riders with promising futures ahead. The fact that Brian Nygaard apparently had hired half the cirque de soleil to perform during the show, didn't quite do it for me but proves that the team is not afraid to do things their way. I like that in a team, to do their best to be different, establish a rhythm of their own. The flip side of that coin is that the higher the expectations, the higher the fall. Just ask Team Sky which many believe failed to live up to the expectations given prior to the season.

This was just a show, remember? The team's roster is very robust and will be a force to follow in the season.


A rare guest
What surprised me the most is the visit from Pat McQuaid, I can't recall seeing McQuaid at any other team presentation before. That said, it might have happened, I've been mistaken before. It doesn't matter if he got invited by Nygaard, Luxembourg Cyclist Federation or the Prime Minister himself; the signal effect is significant. There are great riders on the team, and I find it super that McQuaid has taken his time to be with riders, staff and others in the industry, but then he must do so to every team. Time will show.

He also said that something like: "...this team has everything cycling is proud of". At the same time Kim Andersen, the leading DS, was present among the team's staff. There has been some controversy regarding Kim Andersen amongst people connected to the industry lately, due to him being one of very few in cycling tested positive five! times in his career as a cyclist.


Back-up and marketing
Earlier yesterday, the Schlecks, Cancellara and Flavio Becca took the opportunity to meet and greet with the Prime minister Jean-Claude Juncker, even offering him a jersey. Mr. Juncker also showed some sportsmanship trying the jersey on.
There were rumours that the team was partial backed financially by the Luxembourg state, but I have not been able to confirm that.

The Schlecks, Luxembourg Prime minister Juncker, Fabian, Lucien Lux and Investor Flavio Becca.
Pic by Gerry Huberty

Sponsor Trek is rumoured to put in 3 million € in total which should give the team a good start along with Becca's cash. Mercedes, energy company Enovos, Luxair, Shimano, Speedplay and Schwalbe are the other sponsors. This should indicate that the money will come from Becca, Enovos and Trek, while the rest supports with gear only. That helps enormously though. For more about how the team started check this Velonation article here.

Still it is a bit strange that Becca being a businessman, apparently does not want to promote his own company in the team name. However, he's been given a fair amount of marketing time already with the team and it will probably just be more. 

Jersey side

The clothing is quite simple in a good way that is, at least to me. Nothing spectacular there. Reminds me a bit of Sky and Garmin, but it's definitely not as Sky-ish as Garmin's. Don't know if the names and flags on the collar is going to work for the fans watching on TV or by the road but a lot can happen during the season with regards to R&D. 

Picture of Schlecks & co: wort.lu

Team Luxembourg showdown

Tomorrow the world get to see the mythical and mysterious PRO team everybody has been talking about. What to expect? According to Brian Nygaard's twitterfeed, the riders will be equipped with brand new suits. Those who look forward to see the Schlecks hanging from the roof wearing leopard-underwear will probably be disappointed. The team kit will be presented along with bikes and cars. The sponsors will guaranteed be there with a show, carefully orchestrated.

Ken Sommer, the marketing manager of the Luxembourg pro cycling project, is an experienced man when it comes to marketing matters. Remember how much praise PRO team Cervelo got the last seasons for it's openness, and fan-access? Guess who was the guy staging that? Yep, Ken Sommer. Nygaard says on cyclingnews, that the team will "break with tradition" and do something spectacular, "American style". The presentation will take place in front of 4000 fans. That is something else all right. Don't know if there will be hallelujahs and standing ovation inside, but pretty close I reckon.

So what's in a name? Even though Jacob Fuglesang somehow "leaked" the name of the team to be "Team Leopard" along with the jersey some time ago, this can be altered tomorrow. After all, I guess Nygaard and Sommer want the show to be remembered.

For live stream, go to www.rtl.lu tomorrow at 20:00 (European time that is).

The vanity in cycling

Cyclists are an incredibly vain group of people. The PROs lead the way and are excessively proud of their achievements and concerned about their appearance. The minute someone leads the GC at le tour, you can bet your overshoes that the next day that rider will be dressed in yellow from top to toe, including gloves and socks. And don't forget the yellow handlebar tape, matching shades, wheels, pedals, chain, cables and the list goes on. Manufactures and brands take advantage of this of course, anyone who don't remember Contador's yellow pedals Look flew in the night before the last stage in le tour 2009?

Rules to live by  

This also applies for amateurs. Many bike forums on the internet tells that story, both in a humorous tone but also in a very serious matter. Tan lines are heavily discussed whether they should be razor-sharp or squidgy around the edges. How long should the socks be and what colour? Well, according to the experts that depends on colour and length of your bib shorts. Could be quite difficult for the beginners of this sport, although there is reason to believe they know what they are doing getting into the sport. Get into a sportive or training ride with unshaved legs and someone will look at you with a strange look. At least that's what I've been told.

Pozzato working on the tan

Some races are naturally more vain than others. During le tour, the riders seems to enjoy getting all dressed up with the fancy jerseys and the much needed accessories. Thor Hushovd said in an interview after winning the WC that he was looking forward to "jazz my bike up in white with rainbow colours everywhere, same with my helmet. I'm going to be a complete dandy" was his words.    

So I guess that what we all should do then, follow the unwritten rules of how to dress in the cycling sport. There are, however, other options. Be reasonable and wear what you like. But there are certain things only a handful riders can get away with...

Cipollini in one of his famous suits