Halfords' Dorking branch is handing out 500 sets of Wiggins-esque sideburns to customers visiting its cycle deprtment.
David Gorard, Halfords Dorking store manager, said: “Anyone who followed the Tour de France cannot fail to be impressed by the success of Bradley Wiggins. He was amazing and so many customers who have been in this week have been talking about him and looking forward to watching the cycling team perform at the Olympics. We just had to mark him cycling right past our door in some way.
“There will be a great atmosphere on Saturday when the team come past, there is so much enthusiasm for the sport right now. He and the rest of the Olympic team have given cycling in the UK such a great boost that the staff and I wanted to help fans show their support and these hilarious sideburns seemed just the job.”
Over the last month Halfords have seen sales of Boardman road bikes increase by 12 per cent and the Carrera 'Tour De France' road bike saw a 18 per cent rise in sales.