Tour de Fat

Check out New Belgium Beer's campaign to raise awareness for biking, especially the TDF 101 commandments. Love the adages too: walk before you talk, admit your flaws (being genuine builds credibility), transparency is the new black, go with your soul (and let the authenticity emerge), make ripples (and hope for waves), and it's not all about the sale. Most important, "It's not sustainable if it's not fun."