NEW YORK and SAN FRANCISCO – The company formerly known as Radio Shack have, for now at least, changed their name to The Shack. Actually, it’s not an official name change but a marketing move by RS’s agency to make it “more friendly and approachable” (and will only be used in the short term), according the the agency Executive Creative Director. Now, I don’t regard The Shack as particularly un-friendly or stand-off-ish, but that doesn’t matter as I did somehow figure out a way to tie in the news with bicycle racing — and offer a sure-fire way to promote the team as well. But more on that shortly. I know… you’ve already seen the picture and I’m burying the lead. First, some very short background material.
Famed cancer survivor, bicycle racing legend and comeback hero, Lance Armstrong, announced during the final week of Le Tour de France that he would be moving to a new team starting next year. He Promo-Tweeted that the announcement would come within days. I took that opportunity to take my best shot at what that new team would be. My guess? The Nike/Apple/Amgen Professional Cycling Team, Presented by Lance Cracker Cookies (or is that cookie crackers?). No matter. I was dead wrong. Most people were guessing that Livestrong partner, Nike, would step up to the sponsorship plate and create a team around their marketing-and-manufacturing partner.
The new team, it was announced, would be Radio Shack. Radio Shack. The battery store. Or more precisely, the give your phone number in order to buy a battery store. Oookay. Who knew that Radio Shack was in such good shape as to be able to afford the estimated $15M to $25M budget of a professional cycling team sponsorship?
The tour ended, and Lance got an impressive third place finish. So how would Radio Shack keep the energy flowing? What would they do to keep their name in the limelight? The answer? A “hip”, new (if temporary) name change to The Shack, together with a viral interweb marketing event to be held in public plazas in New York and San Francisco. The Shack Summer “Netogether”. I really hope that our language doesn’t adopt “netogether” as a real word. Huge screens, setup to look like giant laptops, were placed in both cities and participants were encouraged to interact with each other, most of whom were otherwise complete strangers. Actually better than real life, come to think of it. Alas, I arrived at the party a bit too late, as evidenced by the blank twin screens on my screenshot of the event. The party was still going on in the form of flash-driven IMs to the world. Hello? Is there anybody out there?
I think The Shack, or Radio Shack (or whatever the company becomes after this promotion) should tap an NBA legend, a certain Shaquille O’Neal, to help broaden the appeal of bicycle racing in this country. Shaq could use the off-season busy work. The whole enterprise should only double the annual budget of the team. Shaq is a rider, having at least one custom frame by Cannondale for his 7′1″, 305-pound frame. Both Shaq and Lance know and love the Twitter (not a euphamism). As a matter of fact, in May Shaq challenged Lance to a bike race, via a short Twitter exchange (this is not made up… I swear):
@lancearmstrong this is shaq, I challenge u to a race anytime any place, its time someone challenged u, call perry rogers for details its on
10:06 AM May 25th from TweetGenius in reply to lancearmstrong
Armstrong Tweeted back, using a Talladega Nights reference (which even most white people wouldn’t understand), accepting Shaq’s challenge at least in the abstract. That was the end of May. Then there was training, The Tour, The (other) Shack commotion, and then came another shot across the bow from Shaq:
@lancearmstrong ok, yer done wit da tour. i wanna challenge u. last wk aug, 1st wk sept? dm me, good buddy
12:23 PM Aug 3rd from web
And this:
time 2 rally da twittereans. help me convince @lancearmstrong 2 take on my challenge. RT RT RT #ShaqVsLance
10:02 AM Aug 5th from web
That could be the next “Netogether” (hmm… I guess I will use it, but only in this post). Keep it going for Radio Shack. Get Shaq on his bike. Raise awareness for Livestrong. Win-win-win. A bicycle and slam-dunk multi-sport race, featuring Shaq and Lance. Like a triathlon, only not. RS could bring back those free battery punch cards, even do a whole temporary brand make-over, using retro graphics… shhh… during which time they could quietly take the new logo (if a 1995 logo can still be new) out back somewhere and SHOOT IT.
For those of you following along at home, you’ll remember the “From Italy, With Love” teaser post I did in April. The beautifully-made Capo Custom kits really are coming over from Italy. Friend of I. Martin (FoIM) and cycling enthusiast, Angi Greene, and her photographer-cousin, sent some great shots (in case you somehow missed her, she’s in the graphic above). 
And who could forget the Three Amigos post from early June, featuring Josh, John, and Mike. I designed some t-shirts which match the kit in theme and color. FoIM Neil was captured sneaking some shots of Team Astana riders, wearing one of the t-shirts at the opening stage time trial at the Tour de France in Monaco.
and are especially influenced by Team Quick Step rider Stijn Devolder’s kit from last year (pictured at right on a breakaway — yes, the Flemish are hardcore cycling fans). Tom Boonen, also with Team Quick Step, took the Belgian trophy this year and had a very similar kit at the TdF this year.
