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Bontrager in the News

Most cyclists have likely never heard of Gunnar Johansson. But the Swedish psychologist, who pioneered the study of biomotion in the early 1970s, deserves a lot of credit for making our beloved (but sometimes hazardous) two-wheeled sport safer. Johansson’s pioneering work decoded how the human brain perceives motion. He discovered that our brains are wired by thousands of years of evolution to identify fellow humans by recognizing certain patterns of movement — including pedaling — even if the entire person is not visible.

Applying that knowledge to cycling has lead to the ability to make us more visible to others — and especially to drivers — by making sure certain parts of our bodies are highlighted with highly visible materials (reflectivity and high visibility colors), which can help drivers see us during the day or at night. helps us explain how to enhance riders visibility with biomotion. lists Bontrager as two of the top ten products of 2017:

InForm BioDyanmic Insoles – “I’d fully recommend you check the inForm insoles out.”
Velocis MIPS Helmet – “It’s become my go-to lid of choice.”
@Velokicks features one-off Evoke Mountain Shoes created by our very own Shoetron 3000. review Bontrager Circuit Shoe:

"The first thing you notice with these shoes is how great they look….I'd conclude that the Circuits are a great option for the money."
Cycling Weekly review Bontrager Velocis MIPS Road Helmet:

“Redesigned with a greater emphasis on aerodynamics, the Bontrager Velocis looks great, and the new venting keeps your head cool and comfortable.”

Trek named Advocate of the Year by Pinkbike

Just in time for the holidays, Trek received a great gift from Pinkbike, the world’s most popular mountain bike website. The bicycle company was honored as Advocate of the Year and recognized alongside Patagonia and Santa Cruz Bicycles, who were also called out by Pinkbike for their extraordinary advocacy this year. We’re proud to share this award with such notable company.
Trek got the nod from Pinkbike for our commitment to the National Interscholastic Cycling Association. Representatives from pinkbike traveled to Trek’s hometown of Waterloo last fall to witness the extraordinary power of a NICA race firsthand during an event held on Trek’s private trails, which were opened to the public for the first time for this race.
As pinkbike reporter Brice Shirbach noted, NICA is about more than racing: “The beautiful thing that is fully on display at any N.I.C.A event, and certainly at the event held in Waterloo, is not the competition specifically, although it definitely brings with it a number of important values and lessons that kids and adults can take with them. Instead, it was seeing the athletes and their parents alike experience the brilliance of riding bikes in the woods together.”
In addition to direct donations made to NICA over the last decade, Trek has committed to give NICA $1 million in the form of $1 from the sale of every Bontrager mountain bike tire. All Trek retailers are encouraged to support NICA by joining Trek and over 900 locally owned bike shops by matching this $1 per tire donation.