Following yesterday’s first previews of the new Team RadioShack jersey, the squad has officially launched the 2011 team kit and confirms that Twitter is on board as a new partner.
“Since the inception of Team RadioShack, we’ve relied heavily on Twitter to help keep our fans around the world updated and engaged, so we’re excited to embrace them on our 2011 kit,” said Lee Applbaum, the executive vice president and chief marketing officer for RadioShack.
“Our team includes some of the sport’s earliest and most prolific social media pioneers like Lance Armstrong, Levi Leipheimer, Robbie McEwen, Chris Horner, Jani Brajkovic and other well-followed international pros, so it is a very natural fit for our team and our brand.”
Armstrong was one of the first major sporting figures to embrace Twitter, and helped generate a lot of traffic by releasing updates on the site while simultaneously declining many media requests for interviews. He also has business links to individuals connected with the site.
The 2011 RadioShack jersey will make its first competitive appearance in the Adelaide Cancer Council Classic on January 16th. Armstrong, McEwen, Gregory Rast, Markel Irizar, Sebastian Rosseler, Ben Hermans and 2010 stage winner Manuel Cardoso will then line out in the new colours in the Santos Tour Down Under on January 18th.
The race will be Armstrong’s final international racing appearance. He is expected to ride some US-based events this year such as the Tour of California.
