When Lance Armstrong won last years Maillot Jeunne he became the toast of America, boosting Treks brand recognition manyfold. And the Wisconsin company has a good story to tell: Armstrong won the Tour de France on a stock OCLV carbon fibre frame. To ram the message home, trekbikes.com has gone Tour de France crazy

Trek spreads tour fever

Check it out now for some excellent background info on the race, much of it aimed at complete novices to the worlds biggest mobile sporting event.

There are also profiles on US Postal Services riders, chances to chat with Lance himself, and a number of other interactive features which will come into their own from the 1st of July.

Trek UK is also rolling out the boat on road bikes. It has splashed out on a load of Armstrong-related adverts, including in the Procycling-produced guide to the Tour, and is also getting Phil Liggett to give away a Lance replica bike on the Channel 4 Tour de France coverage.

Trek stockists who dont go to town in a similar way Tour de France/Trek window themes, local newspaper tie-ins etc should be shot!

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