Utrecht Doped Up for Tour de France

Friday, July 3rd, 2015

It’s the beginning of July! It’s time for the Tour de France! But already there is trouble with the main sponsor of one of the competing teams.

Right, check out that guy’s jersey: the team in question is called Giant-Alpecin after its two main sponsors, Giant bicycles (a Taiwan company) and the German shampoo manufacturer Alpecin. The trouble arises with Alpecin’s current advertising slogan, touting its concoctions as “doping for your hair.”

Oops. “Doping”: that’s an awkward word at the Tour de France. Alpecin executives quickly retreated, promising to suspend the slogan for the three weeks of the Tour. CEO Eduard R. Dörrenberg even promised on the company website “a team without any doping, without the slightest doubt. We are well aware of our responsibility and can clearly distinguish between promotion of the effects of a product and sportive trickery.” You can read it all here (if you read German: “No doping-advertising during the Tour”):

That’s very noble of Herr Dörrenberg, but it’s also naive. He has no ability to make such a promise. What is he going to do, have his Alpecin employees patrol the highways and by-ways around every Tour-stage looking into buildings, trailers, barns, etc. to see if anyone is transfusing blood?


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