Formula 1 star Jenson Button, athlete Jessica Ennis-Hill and golfer Rory McIlroy all feature in a new Star Wars – The Force Awaken-themed advert that celebrates the Blaze Laserlight being rolled out to all of London’s 11,500 Santander Cycles public hire bikes.
Transport for London has been piloting the award-winning light on 250 bikes in recent weeks, with three in four of the riders using them saying that their confidence increased as a result of using the lights, which project an image of a bicycle onto the road six feet ahead of the rider.
The announcement follows a successful pilot which saw 75% of cyclists who were riding bikes fitted with a Blaze Laserlight reporting that the lights made them feel more confident.
Mayor of London Boris Johnson said: “It's fantastic that our Santander Cycles will be able to bring light to the dark side of the street with these nifty Laserlights.
“We're always looking to develop new and innovative ways to help people cycle around the Capital more safely and these green lights will help all our cycle hire users to stay seen at night.
“I'm delighted that through this great partnership, we're able to help improve safety and support the enterprise of another brilliant London start-up.”
Blaze CEO & Founder Emily Brooke, who has a cameo role in the advert, said: “We are truly thrilled our Laserlight technology is being integrated into the entire fleet of Santander Cycles.
“Although we have been shipping the consumer version for nearly two years, and now to 52 countries, this incredible partnership immediately takes things to the next level and will make thousands of cyclists more visible and safer on our roads.”
Simon has been news editor at road.cc since 2009, reporting on 10 editions and counting of pro cycling’s biggest races such as the Tour de France, stories on issues including infrastructure and campaigning, and interviewing some of the biggest names in cycling. A law and languages graduate, published translator and former retail analyst, his background has proved invaluable in reporting on issues as diverse as cycling-related court cases, anti-doping investigations, and the bike industry. He splits his time between London and Cambridge, and loves taking his miniature schnauzer Elodie on adventures in the basket of her Elephant Bike.