LOOK, manufacturer of an elite line of clipless pedals and carbon fiber racing frames, has announced that the company will use Alberto Contador in an advertising campaign starting in July 2009. Contador rode the LOOK KéO 2 MAX pedal in this year’s Tour, including a yellow painted version of the superlight pedals on the Champs-Élysées.
This endorsement deal is significant because Contador isn’t the same marketing draw as Lance Armstrong is usually considered to be – at least in the United States.
The LOOK KéO 2 MAX offers increased efficiency and comfort by using a resistant INOX stainless steel contact surface area. The pedal platform is 12% larger over the KéO Carbon.
It also sports dual seals, a carbon injected pedal body, INOX stainless steel contact surface, and an oversize axle for durability. The KéO grip cleats also provide rubber contact for walking while off the bike.
The carbon keeps these pedals light, Look reports their weight right at 120 grams.
Six teams rode these pedals in the 2009 Tour including Astana, Cofidis, Quick-Step, Team Katusha, Silence-Lotto and Agritubel.
Contador wore Sidi Genius 6.6 shoes during the entirety of the Tour, but on the final day he was decked out in a serious pair of custom kicks for the celebration.
In 2008, Alberto Contador became the fifth cyclist in Pro Tour history and the first Spaniard to win all three Grand Tours.
While the Maillot Juane color of the Tour de France is most promenant in Contador’s special custom Sidi shoes, they also feature the colors of the leader’s jerseys for The Giro and The Vuelta. The Giro leader’s jersey is pink (called the Maglia Rosa) and the leader of The Vuelta wears a golden jersey (known by locals as the Jersey de Oro).