Time was when a new sponsor meant a press release full of weasel words about rider/team synergy, shared passions, and the golden future stretching out before them. Bah! What's an editor to do with that shite? Thank heavens all we get now is some content marketing and I can embed this stuff without feeling dirty about it, and at least the guys from Zion know how to do that well.

Sean Mawson, Zion wetsuits, going surfing.