Hesjedal’s team, Garmin-Barracuda which was started by Jonathan Vaughters, prides itself on its anti-doping stance, according to an article in the Wall Street Journal about the team published today.
Hesjedal put in a strong showing at the 2011 Tour de France as well, suprising many in the peloton as well as the spectactors with his spectacular strength in the mountains.
Vaughters, himself a previous racer for the US Postal Team started the team with his own money, and has been making transparency and anti-doping one of its primary messages. Though he does not expect all the riders in the professional races like the Giro d’Italia, and the Tour de France to compete without performance enhancing drugs, he is optimistic.
Meanwhile if you check out the team’s website, you’ll see grand marketing in motion: rotating gifs of Hesjedal splashing champagne through a mist of pink, and another of him being embraced by two hot podium chicks–all of this surrounded by the eponymous argyle–in pink and in blue, and decorated with big captions, “OH HESJEDAL” in bright pink.