Campaign aiming to 'Eliminate some of the Grime' in cycling

No chain needed. That’s one message Gates Carbon Drive hopes to communicate with a re-branding initiative launched this week.

Stark, all-white bikes with belt drives (not chains) populate the visuals, which the company says were made to “eliminate some of the grime” associated with regular riding.

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White bikes made to accentuate belt drive instead of chain

Chain lube is not required with a Gates setup. Two metal sprockets and a high-strength belt embedded with carbon-fiber cords are the heart of the system, initially launched in 2007.

Gates Corp., which is a leading seller of automotive and industrial belts, touts its bike product as “clean, quiet, light and strong. . . no greasy lube, weighs less than a chain drive and will not stretch.”

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Gates drive system

Brands like Trek, Specialized, Raleigh, BMC, Scott, Focus, and Spot offer belt-drive bikes. With the campaign, Gates wants to grow its market share, no doubt, but it also hopes to promote biking to a larger audience “outside of the traditional bike community,” a press release states.

Campaign tag line? “Cycling Simplified.” Works for us.

—Stephen Regenold

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