They’re probably right.
Everyone loves a good biking video don’t they? Michelin certainly think so and they’ve got rubber to sell so what better way to shift units to punters than by getting them all excited about what those little black circles of stickiness allow us to get up to.
Episode 4 of Michelin’s ‘We are all racers’ series sees a nice little ‘battle’ between a Mountain Bike and its engined equivalent, motocross!
Or as they put it, ‘Competing is a driving force that inspires us to surpass our limits, so we always love a challenge’.
Well, ok then!