Cyclists encouraged to 'start doping' by athletic performance materials maker 37.5

The team behind the Cannes Lions-winning 'Welcome to the Cliffside Shop' is again looking to gain some notoriety for its athletic performance fabric, but this time with a decidedly different marketing angle.
37.5 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 the agency WorkInProgress, is featuring a dopin