Bicycling in advertising - Citibank

I've been fascinated how bicycles and biking have come to represent so many things in life.

To those of us in the field of promoting bicycling and walking, bikes are a form of transportation, recreation, and sport. We use them instead of cars. We ride them hard to get our heart rate up. We see the countryside. We enjoy time with friends while pedaling. We compete with others.

But it has become obvious to me that bikes also are used to represent values and desires. Just as the classic apple pie and baseball used to represent American values and Mom in an apron meant home, a bicycle has come to represent many positive attributes.