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 has been writing for Cycling Weekly since 2022 and his news stories, rider interviews and features appear both online and in the magazine.
Since joining the team, he has reported from some of professional cycling's biggest races and events including the Tour de France and the World Championships in Glasgow. He has also covered major races elsewhere across the world. As well as on the ground reporting, Tom writes race reports from the men's and women's WorldTour and focuses on coverage of UK domestic cycling.
-
We rode and reviewed the Ouray, Parlee Cycles' first new bike model since facing bankruptcy
The storied American brand continues with a Portugal-made carbon steed that goes zoom but doesn’t fit like a race bike
By Tyler Boucher Published
-
Forget distance covered, these are the key stats to note in your Strava Year in Sport
We asked a coach how to best analyse our end of year Strava data
By Tom Davidson Published
-
Former Tour de France yellow jersey maker placed into receivership
Le Coq Sportif also produced kit for the French Olympic Federation during Paris 2024
By Tom Thewlis Published
-
Tour de France 2025 route: Pyrenees triple, Mont Ventoux return and Alps climax on menu
Race to take place 5-27 July, with Grand Départ in Lille, before an anti-clockwise route
By James Shrubsall Last updated
-
'It's going to damage cycling in the UK' - Ned Boulting, David Millar and Pete Kennaugh react to ITV losing Tour de France rights
Channel's commentary team warn of 'devastating effect' of not having free-to-air race coverage
By Tom Davidson Published
-
'One of the boys thinks I’ll be walking about in armour': Mark Cavendish knighted in ceremony at Windsor Castle
Manxman says he was “nervous” after being made a Knight Commander by Prince William
By Tom Thewlis Published
-
UK in 'ongoing discussions' to host Tour de France Grand Départ in 2027
British Cycling and UK Sport supporting bid to bring race back
By Tom Davidson Published
-
Kasia Niewiadoma and Tadej Pogačar both finished in yellow - but the Tour de France Femmes winner took home less than a tenth of the prize money
To put it in Euro per kilometre, the 2023 men's Tour paid €142.94 per km while the women earned €52.7 per km
By Anne-Marije Rook Published
-
Bradley Wiggins: 'I was putting myself in some situations where someone would have found me dead in the morning'
Former Tour de France winner and Olympic champion reveals further details about his mental health struggles and suggests 2022 interview potentially saved his life
By Tom Thewlis Published
-
Coppi, Pantani, Van Vleuten, Pogačar: A look at the Giro-Tour double winners club
Tadej Pogačar has now officially joined the club, becoming the eighth man to achieve one of professional cycling’s most sought after accolades
By Tom Thewlis Published