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I spent an alarming amount of time last earlier this month looking for a video interview with World Cycling Productions' Tim Grady. I’m pretty sure I saw it back in 2010 on YouTube, taken by some guy who’d brought a camera up to Grady at a race or charity ride in ‘08 or so.
But I couldn’t find it. Instead, I found this.
I want to chalk it up to business strategy. I seem to recall that the video I’d been looking for featured Grady talking about the “recent drug scandals” (primarily Landis at that time, I think) hurting business. But this might be the most sprawling, uncompromising example of a cycling organization pandering the rah-rah Lance audience, which (I’m assuming) made up the bulk of WCP’s customers.
I mean, I could be wrong—Grady could be a low-watt, self-rationalizing Lance slobberer—but I don’t think so. This was a meatspace direct mailer and far, far less likely to make its way around the Internet, where it’d trigger the sort of blowback you might expect.
A Black Friday reminder of the dangers of attempting to segment your message around audience distinctions that no longer exist.
The East Coast’s most West Coast ‘cross race now has a t-shirt.
BRO DO YOU EVEN BACKGROUND PROCESS?
(finished product here)
“Last year I’d managed about three days on my mountain bike by this point in the season. This year I’ve done 40. It helps me improve for that ‘oh shit’ moment – will I jump this, will I make this turn, how will I not crash?
It’s something that you get all the time in European cyclocross, so I had to go over to mountain bikes to get those risk-and-reward-type skills. If you go down a muddy chute in Namur at 25 miles an hour, and do it clean, you’ll get a reward for that. But if you’re braking, you’ll be at the back of the race.”
I guess BK-1 exhausted their budget on the ad buy and didn’t have anything left for creative?