The blue stem cap fits 3T's ARX stems and is Bike Pure cyan. 3T calls it a "visible badge of commitment." Each sale earns Bike Pure $1.
Bike Pure is an independent, non-profit organisation "formed to protect the integrity of cycling and promote clean cycle sport."
Riders signing up to the Bike Pure 'Honour Code' promise without performance enhancing drugs. First deliveries go on sale mid-June. The 3T logo also goes on the new Bike Pure jersey, produced by Blackbottoms, the US club kit sublimation-printing specialist and twitterholic.
Among the young pros who have signed up to support Bike Pure are Irish champion Dan Martin and Cameron Meyer of Garmin-Slipstream, and Kirsten Wild, Philip Deignan, Dan Lloyd and Dan Fleeman of Cervélo TestTeam.
Bike Pure spokesman Irish writer and cyclist Myles McCorry, said: "Bike Pure's sole mission is restore credibility to pro cycling. We have had 10,000 people from 40 countries join Bike Pure and their voice shouts as one in the call to protect the future of our wonderful sport."
3T boss René Wiertz said: "Bike Pure is a great cause for cycling, and we're proud they've invited us to make a contribution. The front cap of the stem is only a small thing but, for sure, it will get noticed."
3T sponsors ProTour teams Cervélo TestTeam, Garmin- Slipstream, and Team Milram.