The team behind the Cannes Lions-winning "Welcome to the Cliffside Shop" is again looking to "gain some notoriety" for its athletic performance fabric, 37.5 Technology, but this time with a "decidedly different marketing angle," according to Kyle O'Brien of THE DRUM. The brand "is encouraging cyclists in particular" during this Tour de France season to "Start Doping" with its own doping kit. But rather than "trying to hide illegal performance enhancers," the company, working with agency WorkInProgress, is featuring a "doping kit made from its body-cooling materials." Through the program, called "Dope With This," the brand is "offering to help clean cyclists dope for the first time, but with the 37.5 technology that it claims has been proven to increase an athlete’s energy efficiency" and output by reducing the increase in core temperature during exercise. During the Tour de France, "a few free doping kits will be made available each day at StartDoping.com." 37.5 Technology parent company Cocona Founder Greg Haggquist said, "If we can convince even one clean athlete to start doping with our fabric technology, then it’s all been worth it" (THE DRUM, 7/11).
