Are Greggs and Primark after a (baked) slice of the action with their new cycling shorts?
Here’s why we suspect the designers have never watched a bike race
Yes, it’s true whether you want to believe it or not. Greggs have joined forces with Primark to bring high streets across the country a brand new fashion collaboration.
All the sausage roll super fans out there can now sport a fetching Greggs branded bucket hat along with Greggs clogs whilst enjoying their favourite snack. However, most eye-catching of all to us are the brand new cycling shorts that feature in the new fashion drop.
The black shorts are of the non-bib variety for a more relaxed fit and feature the Greggs logo emblazoned down each thigh. We suspect that they're also likely to be missing the all important chamois pad.
Although the designers must have missed the fact that once you’ve got the shorts on, and you’re on a bike, the logo will be upside down! Anybody who tuned into the Tour de France this year, or any other bike race for that matter, will have noticed that all trade team cycling shorts feature sponsors logos the opposite way round.
This isn’t the first time we’ve seen major food brands enter the world of cycling.
In 1998, the Linda McCartney Racing team was founded. The major vegetarian frozen food producer sponsored their own cycling team until 2001 with the aim of encouraging vegetarianism, whilst promoting the food brand.
The team initially competed in Britain before moving to other events in Europe and in that time, former Tour de France winner Bradley Wiggins spent a brief period with the team. Ex-pro and current television pundit Matt Stephens also featured in the squad.
Get The Leadout Newsletter
The latest race content, interviews, features, reviews and expert buying guides, direct to your inbox!
If Greggs doesn’t take your fancy, other food branded cycling gear is out there just waiting to be discovered. For a number of years Foska.com has produced a series of cycling jerseys celebrating particular food and drink.
You either love it or you hate it as the saying goes, and if you fall into the love it camp, then you can get your very own Marmite branded jersey to zip up before you clip into your pedals and hit the road.
The designers at Foska also have a Pukka Pies branded jersey along with London Pride beer and Jaffa Cakes. A bit of fun on a jersey, but certainly not the ideal pre-ride meal!
We look forward to seeing photos of the Greggs shorts in action, perhaps with a cheese and onion slice in jersey pockets, on club rides around the country soon.
The new fashion collaboration is set to launch on 5 August nationwide. Greggs and Primark superfans can get their hands on the new gear early when the Greggs and Primark Snackfest bus pitches up at select locations later this week.
Thank you for reading 20 articles this month* Join now for unlimited access
Enjoy your first month for just £1 / $1 / €1
*Read 5 free articles per month without a subscription
Join now for unlimited access
Try first month for just £1 / $1 / €1
Tom joined Cycling Weekly in early 2022 and his news stories, rider interviews and features appear both online and in the magazine.
He has reported from some of professional cycling's biggest races and events including the Tour de France and the recent Glasgow World Championships. He has also covered races elsewhere across the world and interviewed some of the sport's top riders.
When not writing news scoops from the WorldTour, or covering stories from elsewhere in the domestic professional scene, he reports on goings on at bike shops up and down the UK, where he is based when not out on the road at races. He has also appeared on the Radio Cycling podcast.
-
Among market turmoil, Colnago boasts €55 million in sales: CEO shares the brand’s secret
Colnago’s growth has tripled since the brand’s acquisition by new majority stakeholders in 2020 and seems impervious to the downturn. Here's why.
By Anne-Marije Rook Published
-
Why e-bike torque numbers matter more than you think
You should choose an e-bike based on torque, not just power
By Paul Norman Published
-
New study reveals impact of chest fairings in time trials - and it’s big
Objects stuffed in skinsuits offer ‘significant’ drag reduction and can save seconds against the clock
By Tom Davidson Published
-
'We're thinking about it' - drone filming might be used at the Tour de France this year
France Télévisions to discuss drone broadcasts with Tour stakeholders
By Tom Davidson Published
-
British bid to host Tour de France Grand Départ in 2026 abandoned
UK Sport confirms that Tour Grand Départ is now merely an "opportunity" in 2027
By Jeremy Whittle Published
-
Sepp Kuss says he can win the Tour de France - but can he really?
The American is a master of the mountains, but he'll have to topple the Visma-Lease a Bike hierarchy if he wants a yellow jersey
By Tom Davidson Published
-
BMC applies for help from Swiss government to avoid job cuts
Government will pay wages via ‘short-time working’ to avoid job losses at Swiss bike giant
By Tom Thewlis Published
-
'Spreading laughter on the roads of France': The Laughing Cow returns to the Tour de France
La Vache qui rit returns to the French Grand Tour as a sponsor, meaning the caravan might be a bit smellier this year
By Adam Becket Published
-
Jonas Vingegaard reveals he missed an anti-doping test
'It's not great to have a missed test hanging over you,' says Tour de France champion
By Tom Davidson Published
-
Over 8 million people have watched this TikTok video of a ‘Tour de France’ horse incident
The farm animal wasn't the last to make a cameo at a bike race
By Tom Davidson Published