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.

gates white bike photo.jpg

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.”

gates belt.jpg

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

white bike.jpg

Posted by ccolagio - 03/19/2013 04:18 PM

cool ghost bike. i would never even throw a leg over that thing. too much bad juju

Posted by SR - 03/19/2013 04:28 PM

Ghost bike… same thought here.

Posted by Dan - 03/19/2013 04:35 PM

Have they figured out a way to keep the dirt from the road from getting on the bike? ‘Cause that’s where the grime really comes from.

Posted by precept151 - 03/19/2013 06:34 PM

Wow! Love the white bikes! I love white and this would be a dream to have. Love the belt drive concept as well. Would love to have one for a ride!

Posted by Ryan - 03/19/2013 08:15 PM

Answer to the dirt problem:

And it’s white!

Posted by lawrence - 03/19/2013 09:39 PM

Every teenage boy with a spray can and a bike can end up on Gear Junkie, apparently.

Posted by Sean - 03/19/2013 10:50 PM

I’ve never ridden a belt-driven bike but I have logged more than 40,000 miles on belt driven motorcycles without a problem and no chain maintenance. I’d love to try a belt on a bike.

Posted by akathedevil - 03/20/2013 12:16 AM

Belt driven’s been out for years… and yeah, you just need a litte bit of rain, car oil, sand and dirt and you get dirty.

Posted by wonderwhy - 03/20/2013 10:29 AM

Isn’t it ironic that they use an Asian model for an all-white marketing campaign?

Posted by basecamp - 03/22/2013 08:38 AM

Four years ago I wanted a short distance commuter bike, that would not have a rusty chain or a greasy one, and no black brake dust from the rims! It makes a lot of sense not having to cleanup or do a lot of maintaining on a bike you use every day!

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