A jersey for the history books
The Bergen 2017 World Road Championships makes history when the first, so-called Salmon jersey will be awarded the most aggressive rider on Friday afternoon.
The Salmon jersey was first introduced in Norwegian cycling during The Arctic Race of Norway in 2015.
- There is a funny story behind this jersey. In 2014, a former employee at Seafood from Norway participated in the Tokyo Marathon wearing a salmon-coloured jersey. My colleague Bjørn-Erik Stabell thought that it was such a good idea that he asked for a similar jersey to be made for him. They both shared pictures of the jersey in the social media, and it they went viral, says communications adviser Dag Sørli of Seafood from Norway.
The Arctic Race of Norway contacted Seafood from Norway the following year and proposed that they work together. Stabell decided to use the orange colour for their sponsorship of the race that started in 2015.
- This became so important for us that we demanded that the race establish a new easily recognizable salmon-coloured jersey. Now when we get to award it during the 2017 World Road Racing Championships here in Bergen, it is an historic moment for us and everyone else. It never happened before, that a jersey, other that the Rainbow jersey has been handed out during such a Championship. We are very proud of it, says Sørli.
Most aggressive rider
The Salmon jersey will be handed out to the most aggressive rider in all the road races. A jury will choose the winner of the jersey.
- In cycling, everything happens very fast, and a logo is not necessarily easy to spot. Our idea was to combine the colour and design in the logo to increase visibility. We see now that the jersey is popular both among the riders and the audience at large. When we publish competitions on our website seafood.no were contestants can win the jersey, we always get a lot of participants, says Bjørn-Erik Stabell, Marketing Manager of Salmon and Trout at Seafood from Norway.
Former world champion Thor Hushovd is ambassador for this year’s World Championships praises the seafood industry for their involvement in cycling.
- It’s so cool that such sponsors are involved in cycling and really take charge. The Salmon jersey is already iconic and has taken the cycling world with storm. It has already gained status among the professional cycling teams and the best riders, Hushovd says.
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