Rapha launches Continental

Grassroots effort throughout US

British clothing brand Rapha has launched The Rapha Continental 2007, a compendium of epic rides in the Pacific Northwest to promote and introduce the brand to the United States.

The idea is to build up a library of the most epic rides in the US region by region giving route descriptions, elevation data, cue sheets and maps. "We're extending the Rapha brand in its most intuitive way, by getting real people on real bikes riding in real places throughout the US," said Trystan Cobbett, Rapha's North American brand manager. "The difference is how we're organizing a live journal of the exploits, conditions and routing of the Continental effort, and presenting it as a library."

The project is initially slated to run for two years but Rapha has plans to expand the program nationwide. Visit Rapha.

© BikeRadar 2007

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