FreeThink: a blog published by Maxwell PR
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The Promise of Cool

What's heavy, slow and totally hip? My new Townie bicycle by Electra, that's what!

When my dad and my husband became the big-time bikers they are a few years back, they managed to suck the whole family into the cycling frenzy...but not me. In my stubborn way I refused to jump on the pedal-powered bandwagon just because everyone else was out having two-wheel fun.

Until I met my Townie...

Electra, the company behind the super cool nouveau cruisers also has a line of bicycles called Townies...y'know, for toolin' around the town. Complete with a cult following of super swank city dwellers, these bikes have patented flat foot technology that means at any time you can put your feet flat on the ground, while still staying on the wide, cushy seat. To make the whole flat foot brilliance work out, the pedals are just a little more forward so it's all pushing and no pulling, perfect for someone who's more than hesitant to clip her feet into anything that could tip over at any time. And it works out well since my quads are pretty much the only muscles I have left with any strength - at all.

ALSO - the handlebars are up high for that geek-chic Wicked Witch of the West look and sitting up so straight on my bike makes me feel like a kid again!

Now, don't think I poo-poo'd the whole biking thing without even giving a try before, I went on rides on leftover road bikes, hybrids and mountain bikes, but they all made me feel tippy, dorky and weak. Not only does my new Townie feel like the good old days of second nature bike riding...it totally ups my coolness by about a million and that's WITHOUT my handlebar cupholder that fits a starbucks coffee cup instead of a water bottle!

Granted, I have to credit the funky catalog with playful writing and foxy models for a big chunk of the wooing...this company sunk their marketing teeth into me at Hello! and as an unabashed Gen Y branding junkie I give the double thumbs up to the team that cranked out this campaign...smooth.

Check 'em out at http://www.electrabike.com/ and if you happen to see me rollin' roun' the town, wave!















-Erica

posted on September 20, 2006


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