I know this has nothing to do with branding, but...


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This is a cyclist's worst nightmare. The rogue drunk driver. The teenage girl texting from behind the wheel of her SUV. The angry guy behind the wheel of his pickup. The confused ninety-year-old.

The math is pretty simple: Bike and rider (180lbs) + Car and driver (1,000lbs) = roadkill. That tiny little foam helmet won't protect us against a 60mph impact with the grill of a Ford F150.

From CNN.com:

MONTERREY, Mexico (AP) -- A car plowed into a weekend bike race along a highway near the U.S.-Mexico border, killing one and injuring 10 others, police said.

The 28-year-old driver was apparently drunk and fell asleep when he crashed into the race, said police investigator Jose Alfredo Rodriguez.

A photograph taken by a city official showed bicyclists and equipment being hurled high into the air by the collision.

Rodriguez said Juan Campos was charged with killing Alejandro Alvarez, 37, of Monterrey.

Authorities said the wreck happened 15 minutes into the 34-kilometer (21 mile) race Sunday along a highway between Playa Bagdad and Matamoros, across from Brownsville, Texas.

Campos said he is an American citizen living in Brownsville. The U.S. Consulate could not immediately confirm that.

Please be courteous and careful out there. Cyclists don't mean to be slower than cars. They don't mean to be in the way either. We just don't have anywhere else to ride but in the same roads as cars. Nobody needs to get injured or killed just because you're in a hurry.

And please don't let anyone you know ever drive drunk. Or tired. Or angry.

Thanks.

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