First Look: The Team RadioShack Jersey
If you were like me and signed up on the Team RadioShack mailing list, then you have likewise been made privy to the working prototype of the team's jersey. As the email stated, "It was our goal this year to create something visually distinctive and a look that was symbolic of what we feel Team RadioShack is all about: cutting edge technology, speed, strength, determination and a global message to LIVESTRONG. The experts at Nike and our partners at RadioShack helped to create this fast form-fitting design using various textures and patterns symbolizing the themes of new technology, global connectivity and community. We think it looks pretty damn cool."
I could not agree more.
The stylizing is a bit retro, but then again RadioShack's brand image has been around for a long time. Considering the company's updated, alternative branding of simply "The Shack," I think the powers that be made the proper choice in sticking with the off center, encircled "R" logo. With regard to the color scheme, which is also distinctive of the team's primary sponsor, I cannot help but feel that there may have been some lobbying for some burnt orange in spite of LIVESTRONG's continued support of The Ohio State University's cancer center, The James.
Although the riders will be gearing up at training camp this week and will be riding in team colors for the first time, the finalized jersey will not be seen until the team kicks off their season at the Tour Down Under.
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I really like the new jersey. It's nice because it's not all crazy lines and colors like many of the European jerseys. The jersey looks serious and down to business, and also has touches of retro elements thrown in. Thumbs up