Like the Oakland Raiders in football, the "bad boys" in the cycling game have emerged. The new Rock Racing Team is sponsored by the high-end fashion brand Rock and Republic and is quickly developing a rockstar image. After hiring a number of riders returning from doping suspensions many in the cycling community are distancing themselves from the controversy. In a strange way, I actually think Rock Racing is great for the sport. The coolness factor cannot be denied and I think that their whole approach has been new and different in a sport whose primary operation has remained virtually unchanged for decades. That, and team director Michael Ball has promised custom jerseys for almost every race, giving the team a hip and fresh look in the peloton. This ain't your average lycra. And I'm hoping, in 18 days, 10 hours and 31 minutes (according to Rock Racing's website) I'll be able to get my hands on some of my very own Rock Gear.
Seen here sporting custom jerseys for the recent Tour de Georgia.
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