Forget Posh and Scary, Nike and the Youth Sport Trust are launching a new campaign to encourage girls to take up cycling.
The Blue Dog design agency have designed the campaign around cycling as it fits the preffered non-competitive, but fun and varied sports profile that 12-15 year old girls apparently prefer.
Hopefully teeny riders will mean a greater number of women getting into mountain biking as they get older rather than just a short term increase in the demand for Robbie Williams Logo saddles. Unfortunately we also predict a matching rise in heart attacks and crash related injuries from male riders who should know better trying to impress all these bright young things.
Full story (well not much fuller) at BikeBiz.