In a move to encourage more cyclists to consider wearing a helmet, London cycle hire and Superhighway sponsor Barclays has teamed up with Sportsdirect.com to offer an exclusive helmet discount.
The ten per cent saving can be spent on the likes of Dunlop, Muddyfox and MFX at Sportsdirect.com.
Barclays has carefully worded its reasoning behind the move - stating it want to 'make it as affordable and easy as possible for all cyclists to access a helmet, should they wish to wear one'.
Why the careful wording? Barclays is no doubt mindful of the AA helmet giveaway a few years ago, which came in for criticism from some quarters for 'placing the responsibility on the vulnerable traffic users ...sending dangerous signals that bicycle helmets are effective in collisions with cars, which they're not'.
Barclays cycling ambassador and keen cyclist Christine Bleakley said: “I wouldn’t feel comfortable cycling without a helmet and hope the offer will encourage more cyclists to consider wearing a helmet when on the roads.”
As road.cc noted, Bleakley's helmet used in the promo pic supplied (above) isn't actually available from Sport Direct - it's one from Bern.