Trouble At Rapha & Chris Froome’s Embarrassing Bike Error - The Wild Ones Podcast Ep. 22

Check out the audio versions of the podcast here: podfollow.com/the-wild-ones/view
This week we chat about Chris Froome’s embarrassing bike fit revelations, Rapha’s £12million loss, our greatest rides ever, play more overrated/underrated and attempt to answer a challenging music dilemma set by a listener.
Here’s the full rundown:
00:00 A £20,000 E-bike?!
03:17 3D Printed Bikes Are Coming
06:05 Jimmi Has A New Best Fwend
07:37 Chris Froome’s Embarrassing Bike Error
15:56 Rapha’s £12million Loss
17:38 Has The Rapha Brand Diminished?
24:55 Our Best Rides Ever: London
26:20 Our Best Rides Ever: Death Valley
29:39 Our Best Rides Ever: Pennines
31:25 Our Best Rides Ever: Vietnam
33:54 Our Worst Rides Ever: Spain
35:41 Our Best Rides Ever: Australia
37:06 Overrated or Underrated: Foam Rollers
40:09 Overrated or Underrated: Cycling Mitts
43:09 Overrated or Underrated: Alp d’Huez
43:55 Overrated or Underrated: Cars
46:01 Overrated or Underrated: Podcasts
49:26 Fluff Up Of The Week
50:28 You Can Only Listen To One Song From Now On… What Is It?
If you’d like us to send in a question, story, some good news, things you’d like us to discuss or anything else, email us at [e-mail]
Thanks and see you next time.
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[@SB-ds3fm]

Gloves are totally underrated. Messing up your hands in a bike crash can have a serious impact on your ability to work, whether at a computer or physical labor. Healthy hands in general are underrated.

[@bruceritchie7613]

Agree, I always ride with full finger gloves for that exact reason

[@konigsegg_1to1]

Exactly why I ride with heavy-duty winter gloves in the summer.

[@sempi8159]

True that!

[@bulletprufrodo]

I lost my grip and wrecked when I forgot my gloves. Gloves are underrated!

[@drwatchbreaker2914]

Gloves always. Also Double wrap your bars. Comfort for fondos and long leisurely rides in the drops or tops. Even with Flat bars I wear gloves.

[@steverhysjenks]

Having Jimmy and Emily on talking about textiles. I'd love to see an indepth on what makes a good garmet. Best value for money and what to look for etc etc.

[@SecwetGwiwer]

The 3D printing of metal parts is almost entirely about making stuff that’s impossible to machine rather than reducing cost. You CAN print cheaply but the resolution required for top quality bicycle parts means that the 3D printing machines cost between £80,000 - £250,000 (depending on how fast you need to print). It’s also a labour intensive thing, there’s tons of work to do to turn them from a ‘plate’ of parts to usable parts.

[@davidd1492]

As someone who has been.in business for 30 years, I could nearly guarantee Raphas loss is just constructive accounting to avoid company tax.

[@virtualmartijn]

All well and cool but at some point cash flow is going to catch up. But if the investors are willing to pony up the money then all is fine.

[@davidmurphy9151]

More likely they are being hollowed out by finance guys loading them up with debt.

[@MilanSmore]

100% 😂

[@Dee-Ell]

What does you being in business have to do with Rapha's business?

[@fujitsubo]

@@gurinderkular7209 agree, with billionaires kids backing them why bother being financially responsible? Just go all out with rubbish collabs & silly social campaigns.

[@bicibugscolo9550]

Best ride ever - in China on my first ever bike tour along the Li river (?) in pouring rain. I was soaked, got angry, and all of a sudden I was in this zone where everything flowed into turning the pedals. I felt like I was the water in the river rushing along with it. Perfection.

[@buzzman4860]

Everytime Jimmi says "my new best mate" we watch Francis die inside a little bit😢

[@oOoACFREEMANoOo]

😅

[@daredemontriple6]

During lockdown I spent a lot of time cycling around my home city at night and enjoying the eeriness of a city centre totally devoid of life - like if everyone just vanished off the face of the earth and I'd been left behind. Beyond just eerie sensations though, it was amazing to be able to cycle down huge roads with silky smooth surfaces and no traffic whatsoever!

[@PRH123]

Love that... Been doing it for years... head out after midnight on a warm summers night... you feel like batman cruising around the city in the dark :)

[@bradallen8643]

Love your chats, I could listen and watch all day.. So laid back and funny as well. Excellent audio cause you use your microphones well and they are obviously good quality. Tanks Emily for your voice as it’s so warm and contrasts the guy’s so well

[@rayF4rio]

About Froome - I am leaning towards different fit "systems" used by the teams, based on team budget. If Sky/Ineos had a system similar to what I have seen Jumbo-Visma use, where a precise jig is used to set up each riders bike....and then Israel had a system which relied on written measurements adjusted with a tape measure, that could easily result in an error. Once the error is ridden for a period of time, and a new saddle is added or handlebar combo, the rider has basically "approved" the fit, if they did not complain...then the mech would measures again at some point and use that for future adjustments. In other words, based on my experience of 5 decades of riding and fiddling with my bike... no mechanic had ever set up my bike just right, in fact I never let mechanics work on my bikes without directly supervising or monitoring their work. I just do not trust anyone more than myself to have the appropriate attention to detail. They may have more skill and knowledge about bikes, but that does not rule out errors or mistakes while wrenching. And I've seen more than my share of mechanics making small errors which they then correct, but which end up creating additional problems (albeit minor to them) down the road.

[@waiakalulu7544]

The function of blame is to hide the truth of a mistake. Every time I hear someone blaming, I think to myself, "What is the truth that is trying to be hidden?"

[@whateverbikes]

That sounds all very wise, and it may well be true in many cases, but sometimes the blame is just actually on someone or something else, and there is no truth or mistake to hide.

[@manfrommontreal]

Froomey needs that good olde Sky/Ineos juice 😂 bike fit is his smallest problem.

[@okantichrist]

Or the purple drink they’re all drinking nowadays

[@matthewlewis2072]

@@okantichrist beetroot?

[@P4P5]

I never figured out why people would pay 200€ for a jersey... You get very good quality for less than half

[@fedearbelaez4912]

I love how Emily has become more involved over time in the podcasts. She's great.

[@Avioto]

Emily and Jimmi talking about cycling clothing, pricing and quality could make for a very interesting standalone video. They must have a ton of interesting insights.

[@ehrenfull]

I think Rapha has great stuff but you can see that their newer stuff is made to save expenses compared to their older stuff. Their new Brevet jersey has removed the big zippered pocket in the rear and the small one up front at the chest. In another review on their page of their insulated Gilet I read that they removed a layer compared to the older model etc

[@andyw7325]

Great episode this week, really enjoyed it all.

[@andresmorales8490]

Thank you for addressing the price of cycling kits. Companies like MA@P and P3dal M@fia charge upwards of 150usd for a simple jersey. I also only buy jerseys when on sale, because regular pricing is outrageous.

[@matthewlewis2072]

Basic Endura is good

[@daevion5585]

46:05 I've always watched almost every episode of your podcasts on KZbin because I always liked how the video adds photos and Stills of some of the things that you guys are talking about, because, in all honesty, I have NO idea what you guys are talking about sometimes lol. I downloaded an episode previously when I went on a ride, it did keep me entertained but being used to watching on KZbin made listening a different experience. Now, I always listen to your episodes while working it's on Picture-in-Picture mode.

[@kungfupurpz]

Rapha does have some pretty awesome pieces of kit but I really think theyve been riding on a trendy name as of late(not saying their stuff isnt quality), especially here in colorado where some cyclists have a sense of "holier than thou" because theyre wearing rapha kit. I just cant justify the price when I can walk into pearl izumi and get similar quality things for better prices

[@noxskuses]

Jimmy, Judith is like my go-to A Perfect Circle song. It just hits in all the right spots.

[@ElrocStone]

Song: Shine on your crazy diamond. 25 mins long and it's Pink Floyd.

[@acarlson]

Great shortlist of songs Jimmi. I’d also find it hard to choose out of that list! If you haven’t heard already (and i’m sure you’d love them) Textures are back 🤟 Love the podcasts and everything Francis & you have built. Cheers 👋

[@brokenribs1530]

Thanks Jimmy for the suggestions. Now added to playlist and shared

[@flyt129]

I really like Raphas design language, but their stuff is just too expensive for me therefore I am more a AGU kit guy ^^

[@sempi8159]

Design language is boring and dull?

[@flyt129]

@@sempi8159 simple and straight forward instead of like a desk in the last row of class in school

[@sempi8159]

@@flyt129 do you like apples design language?

[@flyt129]

@@sempi8159 No, everything too "round" and silver for my taste. I like the early material design versions.

[@sempi8159]

@@flyt129 do you like teslas Design language?

[@emusp]

Really enjoy this podcast format. 👍

[@j.c.7780]

Francis revealing that the Australia trip wasn't as enjoyable as I thought was pretty eye-opening - it was the first cycling video I watched (aside from "A Bivvy, a Phone and a Drone" by Josh Reid) in 2021 and pretty much got me into cycling. The initial stages of Francis and Chris just going into the unknown was so enjoyable to watch.

[@geoffnash2609]

I'm from Australia and have to agree with Francis. I rode Perth to Sydney and it is not a great ride. It has some great moment, but also hour upon hour, day open day of open, flat terrain. I did exactly the same thing and look away from the distance markers because it can do your head in. I had one stretch of 3 days riding 8 - 9 hours a day and averaged less than 9kph due to head winds. There are much better places to do a trip in bike tour in Aus.

[@billinhouston3291]

That one was fun to watch, but I could definitely feel the suffering and monotony of it.

[@rayF4rio]

I have no idea why, but your "Fluff Up of the Week" intro makes me smile every time.

[@jackpot5115]

The boys are dripping 😍

[@chrisjames9710]

@Cade Media. Thanks for discussing my foam roller suggestion. Great episode again this week.

[@thewtk]

I fully agree with full-finger gloves on gravel but that's only because I recently had a "slid" with half-finger ones and scraped the hell out of my fingers, the parts outside of the glove that is.

[@bennp2000]

What Jimmy says about the Rapha Core range is covered really well in the GCN+ documenatry on Rapha. The owner says exactly the same, that the idea is not to give a lesser quality garment but just to cut back on a few features and design touches to give a lower price point. It's worth a watch if you haven't already. In terms of great rides, I've had a few that have been massively memorable. One was in a brief gap in lockdown rules I went to the Lakes to do the Fred Whitton route by myself. Cresting Wrynose as the sun started to set was pretty special and felt like a big achievement. The other was by pure fluke in Mallorca when I realised that the road down Puig Mayor was just about to be closed for the annual hill climb event (the type with fast cars, not fast Feathers). Descending a road that you know is closed to cars with spectators lining each side was pretty awesome and about as close as I'll ever get to a race-day experience. I'm also unlikely to ever beat my time down that segment again!

[@Matthew-qw6bi]

Loved going up in the north pennines using the waskerly way during first lockdown, glad i wasnt the only one enjoying themselves on two wheels up there ❤

[@manfrommontreal]

The EF kit and collaborations are seriously fire especially that Giro Palace Rapha kit! But saying that, I won't be caught buying it or wearing it: most cyclists rocking Rapha in my parts are an unfriendly and stuck up bunch. Good luck with customers like that!

[@richardthegreat]

I went and saw Wheatus in a small Dublin gig pub a few years ago it was an amazing show. Very much worth it!

[@cecil.p__]

Unfortunately, Wheatus - Teenage Dirtbag was extremely famous in America. My wife at the time loved that song so much. I was forced to see them in concert twice.

[@emilychilds8085]

Oh, weird! In that Vice documentary they were in, the band themselves said they didn’t take off in America 😂

[@cecil.p__]

Then maybe I should rephrase my comment… they were extremely famous in the Houston Texas area. You couldn’t turn on the radio without hearing it. And the former mentioned concerts.

[@AlbertBuckinghamEllison]

Riding during lockdown was bliss. I rode the new forest every other day, 30-60 miles. Barely any cars, European roads, stunning weather. I was worried for my job at the time, but on that bike all the worry went. I've ridden in many places for many years but those rides were something else.

[@Jeremydesignz]

A few years ago I started wearing Neopro kit. Good price, fits great, feels nice, and doesn't fall apart.

[@hagakuru]

I just got their thermal jacket for $80 - fits pretty snug but the quality seems pretty good. Hopefully it lasts a couple of seasons!

[@adamballard297]

Hi Jimmy...like your musical choices. Discovered music id never heard before. Not sure if Tesseract would be my forever song but like their sound. Maybe new feature for your podcast...musical recommendations..

[@BUY_YOUTUBE_VIEWS_d069]

This is a great channel! I only caught sight of you in recent times, but it’s now among my favourite channels.

[@dblissmn]

Foam rollers -- absolutely essential. I've had a nice full one for some time. Just remembered I need to buy a half roller per instructions from PT. I think a lacrosse ball is better than a tennis ball for spot work but the foam roll is needed for getting just a bit of height and balance off the ground with your back.

[@MarlonJosephdelaCruz]

49:01 Most of the time, I have music playing in the background whenever; but there's something about quietness too. It's serene

[@mortis13]

Thanks for the mention of Adelaide! Norton summit road

[@theguzziman]

Foam rollers and similar can be both good and bad. The problem is I’ve found when working with patients is that some people think they have to hurt themselves to make themselves better. That’s not to say that rolling, like other body work, isn’t sometimes uncomfortable. But there is a point where the amount of pressure being used becomes detrimental to what’s trying to be achieved.

[@nige_breaks_bikes9782]

Cycling in lockdown was wonderful … empty roads and sunny days

[@CycleXplorer]

If you want a really cool ride across southern England you should check out the Southern Divide. Lands end to Kent, about 50% off-road/gravel.

[@mattmm24]

Great music choices Jimmy!

[@eeyou]

I have mixed experience with mitts. On one hand, they help avoiding calluses and whatnot, that appear from directly pressure on the skin while holding the handlebar. On the other hand, it feels like you're not as much in the control of the bike, because there's now something in between your palms and handlebar.

[@GtwoManila]

I love Jimmy's short list of favorite songs! I have a similar list with most of the same bands but different songs. 😁

[@brendane3920]

Bert!!!! Made me laugh so much, so so very much. Made my day.

[@clairer9551]

And me!

[@Quevallyn]

Favourite ride: Moonrakers and Sunseekers 300km audax. An overnight audax starting in Bristol in November at 10.30pm: riding through the night down to Bournemouth then back to Bristol through the dawn and day. Conditions were perfect, the terrain is easy going and it was type 1 fun all the way. Also, when I started running again seriously, I got a sports massage to get a couple of issues dealt with and now manage myself with the foam roller so both are under-rated in my opinion.

[@mole9734]

after an injury and gaining some kilos I had to buy new kit. Was able to find some cheap stuff on Amazon that actually worked quite well. You do have to be careful and read the reviews and material though. Even got a pair of bibs that had pockets on them, perfect for the turbo.

[@grahambell9831]

Great podcast ! Emily Jimmi & Francis 👏 ......Jimmi's geordie Alicanteeee ! 😅.....accent spot on !😅

[@jimchik]

Talking about a physio to properly fit a bike… I’m just a causal user (frequent rides, but rarely anything more than an hour long ride), but having a person trained as a physical therapist working at the bike shop to properly fit the purchase is a night and day difference, compared to just taking one off the floor and hopping on.

[@dalj4362]

Haha your songs kind of fit your characters lol My song would be Ascensionism by Sleep Token, already listened to it a thousand times 😅

[@aftengdur0]

I was at the factory of our local cycling apparel brand and they showed me fabrics used by PNS that they use as well - there are just not so many fabric suppliers, so it is easy to end up using same fabrics. You pay extra for design, brand and service - I had to fit and order my jersey in the factory located in a shady industrial area of eastern european town, not fancy sophisticated shop in one of the most expensive capitals of Europe. As far as I know fabric was the same, quality comparable, I had custom design.

[@Cloxxki]

3D printers if they perfectly work can do a lot of work overnight or over a week and SEEM cheap, but they'd be multi-million costing machines that depreciate say a million a year. So per day of work, figure 3000 to run it, for depreciation alone.

[@Thomas5937]

Really digging the Carhartt flannel, Francis

[@festerofest4374]

I finished buying Carhartt when they forced their employees to get completely unnecessary, un-tested, highly questionable medical injections vs losing their jobs. F Carhartt.

[@matthewlewis2072]

Mitts are utterly under-rated. Protection if you lay it down, especially commuting, a little extra padding.

[@MrTait_en_Chile]

Pez got me back into riding after a chat backstage at an Anastasia concert in Munich.

[@MrAntec300]

I would love to have James on the podcast. Please!

[@amanitamuscaria5284]

Fluff up of the week, Jimmy's list of ONE song.

[@ketle369]

In the beginning Rapha Classic was the base line for the casual rider. It was “cheap” and good value for money. Now it’s too expensive compared to what you get.

[@CyclingSteveL]

Image that you could only listen to a single song - not by choice but whenever any song/tune that is being played, you only hear that song. Everyone else hears the proper song. Adverts? Same song. Glastonbury? Same song. Songs of praise? Same song. Radio? Same song all day. Madness.

[@paulsweeney5642]

Song: Welcome to the Pleasure Dome by Frankie goes to Hollywood. Bit like Tubular Bells as it has layers.

[@Stealthgate007]

I think I'm going to go back 5yrs and watch the Project USA stories.

[@dblissmn]

That Death Valley ride, did you do the Whitney Portal descent?

[@kevinlyon9501]

Well it was nice to see Jimmi at last weeks Rouler, and yes I did get told about his about his new best mate. Though I think he was still in shock from the experience.

[@eloyanzola]

agree on the gloves, some people don't ride them off-road because it helps them driving the bike in the technical terrain

[@SuperTaylor68]

True lockdown story.. I was riding on very quiet narrow country lanes in Sussex,. only car I came across all ride.. came up behind me and beeped me to get out of the way!

[@rob-c.]

I was once on a really lovely drive during lockdown. Only other road user I came across was some bloody cyclist who I had to beep at to get them out the way! 😅

[@SuperTaylor68]

@@rob-c. 😂

[@rob-c.]

@@SuperTaylor68 Couldn’t resist 😀

[@jackpot5115]

The cord jacket goes crazy

[@jaunedroite]

Where I live Rapha is the most visible cycling brand for road cyclists. There are so many people with Rapha gear. Seems crazy that they can't turn a profit.

[@jonfarmer7914]

They are also the most visible round our way. But I have to say, I am Mr Rapha Archive sale. I'm not at all surprised they can't turn a profit.

[@buzzman4860]

Being woke costs a lot

[@jaunedroite]

@@buzzman4860 What is this even supposed to mean?

[@MrLuigi-oi7gm]

@@buzzman4860🤦

[@paddyotoole2058]

⁠@@jaunedroiteEvery time I’m cycling on the road and see someone wearing Rapha gear, I cringe inside and also feel slightly sorry for them.

[@senasplage]

I am French and lived 6y in UK One day, during a conversation, someone asked me if I was Welsh. Best compliment ever !

[@ianllewelyn]

The opposite has happened to me.. on the other hand the French think I'm Belgian

[@bikeaddiction5426]

Right before Frances said tubular bells I thought the same thing lol and wear gloves all the time I’ve ripped both palms off sliding across asphalt in the rain very painful skin just dangling off raw bloody exposed nerves

[@MtKrybnik13]

Funny thing about the gloves, I always use gloves full finger. on XC bike I'm avoiding pads, but on road I'm using Specialized Body Geometry Sport Gel Long Finger Gloves, and I don't have Specialized bike ;) But they are the best for people with fragile carpal tunnel, and on road bike the pressure on CT is quite high. Only in those gloves I'm able to ride comfortable 3-5h rides .

[@SpicyTrifongo]

I've torn up my hand through a pair of gloves during a relatively slow speed crash. Couldn't imagine how bad it would have been without them.

[@bernardo9202]

Chris Froome is just crazy, he's a part owner of factor, if doesn't have a bike that fits him, it's entirely his fault

[@vincentohanlon]

This is a smoke screen. He's realised he needs to go back on the juice and he needs a cover story for why he's good again

[@mattvanderwalt6220]

Not wearing gloves does my head in... If you're going down thats the first point of contact - and literally shredded hands are one of the most common cycling related injuries.

[@sempi8159]

They heal though

[@mattvanderwalt6220]

They don't always heal fully though...

[@paddyotoole2058]

Mathieu van der Poel has entered the chat….

[@_MattyG_]

Famous last words: something that is cheaper to produce but sounds cool = more expensive for the consumer. If 3D printing is cheaper let that reflect in the pricing 😁😁😁

[@chrismadge7292]

Tubular Bells - brilliant choice.

[@peteracain]

I was on a Rapha randonnée in the Pyrenees (2017) the day the takeover came through to the support staff on last day of riding. Much distress about the sale (and them losing their jobs). I personally think the quality has been hit and miss since then. I always pay full price and have been generally happy with my investment. I hate to think a restructuring will result in even lower quality or a loss of their superb customer support.

[@borisgurevich5504]

am unfit and only started cycling at 62, so I prefer a more upright position of a flat bar. Can you do a review of entry level specialized and Trek hybrids please?

[@stevenhowes530]

I always wear gloves. A) to protect my hands. B) for what ever reason my grips are always super sticky. It's gross to have to peel your hands off when you stop. and Yes, I've tried to clean the grips, Isopropyl, soap and water, Vinegar and water. nothing helps...

[@theguzziman]

Any links for Jimmy’s experimental metal pods?

[@Dee-Ell]

Regarding Rapha, that lady is completely right: it's about the psychology of the "expensiveness". But this business model is inherently limited to a relatively small market. If you aim to expand your market, then you have to a have a lower priced product range; but that risks hurting the brand prestige (and the psychological effect of expensiveness) and risks cannibalizing your existing customers (some of them migrating to the lower priced products). Funny that the other guy was so excited about the reversible jersey. No pocket is innovation now?! Some people are such easy target for marketing.

[@brendane3920]

Lockdown 2020 got me seriously back into cycling. Despite cycling every day to work, cycling was merely a means to an end- get to work. Lockdown reminded me of how pleasurable cycling could be. Shame cars had to return. I can remember the moment when there were almost NO cars on the road and then lockdown (UK) was relaxed and suddenly cars were back. Chalk and cheese, so I know what Jimmi is talking about regarding the Pennines. Would love to live in that area,.

[@onyong123]

My rapha gear (most of it bought on sale) has lasted quite a long time. Some of it looks just a good as the day I bought it.

[@LouMaginifique]

For Jimmy… how about “Slave” (the live version at Rockefeller Music Hall) from Leprous?

[@SHAUNYB0YTELLEM]

Off topic but that's a lovely shirt Francis

[@alienaudaxer9827]

If you're allowed two part tracks then I'd go for Orbital's Out There Somewhere. 25 mins of pure awesomeness.

[@leedorney]

Totally agree with Francis' car comments 🙏

[@Builtin79]

Almost boltless bike is killing me still!🤣🤣🤣

[@ianfranklin2914]

I have bought lots of Rapha stuff over the last 12 years or so. What pieces do I still wear of Rapha? My white s/sleeve top that was bundled with arm warmers. Red l/sleeve jersey, & a white gilet. All among the first purchases I ever made. Everything since has faded or worn out. I don't shop there now. [Oh, & GT shoes X Giro colab. Pricey but the best].

[@paulhaughney7511]

Any chance on a video on how to do reals for KZbin and instagram? Like just how you would go about it. The very easy way 😂

[@hevdread]

i made it through a minute and four seconds of tesseracts King, that was more than enough for a life time and much of that minute was just watching the video. I should learn a lesson from this in regards to how pedestrians react to my music as i ride by, but i probably wont

[@Philatlondon1]

I can see how Froome missed a cm on seat height, but there is no way he would not have noticed 3cm on his reach.

[@martyjbrown]

I like Rapha's aesthetic. But every jersey I've bought from them, lycra or merino, has faded or changed shade in the NZ sun after a year or so. Also, where they used to deliver to me 2-3 days, it now takes 2+ weeks.

[@denouden92]

love the podcasts, have listened to everyone and all been great hard to hear you speak about jersey costs and how attacus aims on providing quality jerseys for a lower price but i go to the site and they are still $140- $200... same as rapha keep up the great work guys, much love from Canada

[@glennoc8585]

I've driven from Perth to Adelaide and apart from the few highlights its so incredibly boring and the wind off the southern ocean is relentless. Gloves everytime for me even though ive forgotten them a couple of times.

[@elononoras1902]

3D print upfront cost quite high, but cheap to print, but impossible to print in "shimano" volumes. You can't really print anything structural from carbon, cause carbon is composite, there is carbon fiber, there is resin...

[@jwfriar]

I'd agree that the prices on these jerseys are way high. I almost always buy Rapha on sale or at least do the 20% off for the combo jersey/bibs. Still expensive, but it is better stuff than like Pearl or other brands. I'll admit some of it is how it looks - I feel good in it, I wanna go out and ride in it. Just like a clean bike is one that is fast b/c you wanna ride it fast. Liked the point on the sales being the issue when nobody would buy full price. And also they spend a ton to supply teams and Legion plus the cost of their brick and mortar locations being in expensive areas has to weigh on margins. However, I would NOT agree that the core jersey is the same quality of the Brevet. I invested in the Brevet bibs and they are far superior than the core bibs, though I don't think it's worth almost 3x the price. Finally, Nike is pronounced Ni-kee - 2 syllables.