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Brand reps: how cycling companies choose their ad models

Who are the people that cycling companies get to model their kit? Where do they come from? Do they really ride bikes? What difference do they make?

Gear

6 DECEMBER 2017 | UPDATED 10.04 PM BST

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Rouleur Issue 144 — The Tour Issue
In printIssue 144

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The Tour Issue

Le Tour de France: a race defined by colour, passion and history, whose drama and romance continue to shape the identity of cycling’s greatest stage.