Europe loves cycling, but what does this mean for brands?

Cycling may be particularly trendy at the moment but it's more than just a fashion. It's an integral part of many people's lives - an alternative to the gym or the train; a 'green' statement and a hobby. There are opportunities for brands to build loyalty by becoming the facilitator or innovator of this lifestyle passion.

Naturally Barclays cycle hire scheme is one obvious - and high budget - example. It demonstrates the bank's generosity and adds value to the activity itself: it frees cyclists from the worry of theft or the hassle of where to leave their bike.

Another concern for cyclists is arriving at work sweaty and bedraggled. Brands could encourage consumer love by taking inspiration from the Adidas Runbase in Tokyo. The 'Runbase' is a concept store where runners can shower for free, rent lockers and borrow Adidas running gear.

It's not difficult to imagine a branded 'Cycle base' in Britain. Not all offices have showers so this could be a generous way of a brand enabling more people to cycle to work.

A relevant brand could partner with a useful new innovation like the Hövding, an inflatable cycle helmet brought to our attention by Lounge Trend Hunter Lily (20, Venice). On sale Spring 2011, the Hövding avoids the problem of helmet-hair (watch the demonstration video here).

Brands can sponsor or create events around the shared passion of cycling, like Sky's Sky Ride with British Cycling. Better still are events that also tie in with another consumer passion or trend, like the annual Tweed Run which benefits Bikes4Africa. This "metropolitan cycle ride with a bit of style" also engaes with the post-recession 'gentlemanly' trend; a fun twist which makes its identity stronger.

The 'gentlemanly' trend fits especially well with cycling due to its Victorian feel - a fact not been overlooked by designers. Dashing Tweeds for example have created a water resistant, reflective tweed cycle suit to keep the discerning urban gentleman safe and dry.

A brand doesn't have to be directly linked to cycling in order for it to be a good fit. One of the sponsors of the 2010 Tweed Rum was Hendricks Gin; perhaps not an obvious pairing, but given the brand's eccentric Victoriana personality the Tweed Run cyclist could practically be a brand ambassador.

Cycling's popularity only looks set to continue as we all become ever more concerned with sustainability and reducing carbon emissions (Vauban in Germany has banned cars altogether). Brands that get involved in this area early on are likely to have greater credibility.