Nearly every bike company on the planet sponsors professional riders. They do this to get their brand name known and to get a bit of a following. The professional riders also provide feedback about the bikes that the company make and aid in the development of next years models. This is all very good and I think everyone can see the importance of this type of marketing/development model.
It doesn't directly interact with everyday riders though. To do that you need to have a program like the one that Giant have just introduced.
I think this is a great idea and will hopefully win Giant a bit extra following. I have never owned a Giant bike but Min has and it was a fun little bike for her and quite cheep in comparison to other brands of Mountain bikes.
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