Retro Tech: A Look Back At The Ads Of The 1980s

With the dawn of a new year Road Bike Action decided to take a look back, way back and review some of the technology and trends of the 1980s. Advertising often represents the ideal version of a product. This makes it a good vehicle to look back, and with hindsight see if the ideal matched reality. Road Bike Action complied a collection of ads from the 1980s to see the industry’s progression from then to now.

Greg LeMond rode for Gitane Cycles in the early 1980’s. Not having yet won the Tour de France, Gitane used his victory in the 1981 Coors Classic to sell bikes in the United States.

Descente was one of the premier clothing brands of the 1980s. They continue today with a full line of quality apparel.

Schwinn touts their racing heritage in this ad from 1982. The Schwinn heritage is alive today with the release of the 70th anniversary edition Paramount.

Panasonic shows their idea of an aerodynamic bicycle. The Aero Road 6000 included an ovalized seatpost and aero water bottle.

Campagnolo supplied components for the US National Team as they prepared for the 1984 Olympic Games in Los Angeles.

A classic steel Bianchi in celeste. Bianchi has a long history of racing, most recently sponsoring the Barloworld team.

Rossin was an Italian brand that had mild success in the early 1980s but faded from the market by the mid 1990s.

Before Garmin-Chipotle, Columbia, Discovery, US Postal and Motorola there was the legendary 7-Eleven team.

By today’s standard the V1-PRO is heavy and poorly ventalted, but in 1983 the V1-PRO was cutting edge.

The Ultimate was Excel’s top of the line group with polished aluminum caged rear derailluer and drilled out chainrings to save weight.

Pepsi as a sports drink.

Murray was the “official” supplier of the 1984 Olympic Team. The bikes were really built by Serotta, while gold medal winner Alexi Grewal rode a Pinarello.
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The Raleigh team featured Andy Hampsten, Steve Hegg, Roy Knickman and Steve Tilford. Raleigh was one of the only teams capable of competing with 7-Eleven in the US.

French hero Bernard Hinault is featured in an ad for the 1983 Sidi Cycle Sport shoe. Sidi shoes are still used by top professionals.

In 1983 a pair of Specialized sealed bearing hubs cost only $44.95. Today Specialized in one of the largest bicycle companies in the world and sponsors the Saxo Bank and Quick Step professional teams.

Pearl Izumi has been in the bicycle industry a long time. This ad is in celebration of Rebecca Twigg’s win at the 1983 Coors Classic

Assos used this ad to promote their line of time trial clothing. Assos clothing is still used by professional riders all over the world.

The Victory was Campagnolo’s mid-range group during the 1980s. By the end the of the 1980’s Campagnolo was under pressure from lower priced and more inovative groups from Shimano. Since then, Campangnolo and Shimano have spent the last twenty years trying to one up each other.

A Panasonic ad from 1985. Despite building quality bikes, Panasonic struggled in the US market, eventually pulling out in 1989.

In the 1980’s Peugeot was pushing the technological envelope with the PY10-FC. The PY10-FC featured carbon main tubes mated to aluminum lugs and rear triangle.

Dura Ace came to forefront in the 1980’s. By the early 1990’s it was the standard in which all other groups were being compared. In 2008 Shimano launched the Di2 electronic group.

Superbe-Pro was Suntour’s top of the line group. The introduction of Shimano’s STI brake/shift levers at the end of the decade put an end to the Superbe-Pro group.

Raleigh capitalizes on the success of the US team at the 1984 Olympics. The Raleigh superbike helped set the trend for time trial and track bikes for the next decade.