This edgy campaign encourages cyclists to 'start doping'

With all the controversy in professional cycling over chemical "enhancements" in recent years, you wouldn't think cyclists needed any encouragement to "start doping."

But that's exactly what 37.5 Technology is doing in an edgy new campaign promoting its cooling clothing technology, timed to coincide with the Tour de France. The campaign, by WorkinProgress (which previously created the "Cliffside Store" for the brand), promotes so-called "doping kits" which contain a cycling jersey, bibs and socks with 37.5 Technology made by Mission Workshop.

The collection, which can be seen on the StartDoping.com website, purports to offer the first passive cooling fabric technology shown to increase human performance and increase the body's ability to manage core temperature.

The idea is that the increased performance you get from the fabric is similar to that offered by illegal doping. Until July 20, 37.5 is giving away its kits for free every day through the site. The language is overtly druggy--offering to "hook you up" with the words "You better hurry. The stash won't last long."