Cycling Adverts – The Malliot Jaune

There is an argument that the most recognisable symbol of cycling is not, somehow, a bicycle, but a piece of clothing that when introduced was made of a colour that was traditionally associated with Judas Iscariot and had connotations of illness and duplicity, that has come to be the most coveted jersey a cyclist can wear. The history of the yellow jersey - the malliot jaune - is well documented elsewhere in terms of how it became such an iconic garment (I recommend Peter Cossins's "The Yellow Jersey" for it's brilliant mix of historic, symbolic and cultural research), so this is simply a look at how the famous golden fleece has been utilised for the purposes of capitalism - encouraging us to buy more stuff from the pages of ProCycling.

Cycling Adverts – Cervélo

"We apologise in advance if our ads look like they're written by engineers. We figure you would rather read and add designed by an Engineer than ride a bike designed by a marketing department."