Bontrager’s Bullshitter

July 14, 2016
Embed from Getty Images

Jasper Stuyven, above, and other members of Trek-Segafredo’s Tour de France team are wearing a helmet called the Ballista.

Bontrager says the name comes from an ancient Greek missile launcher. Unfortunately, it appears that “ballista” is also the Italian word for… bullshitter.

We all know some firms use exotic-sounding names to imbue their products with a bogus authenticity. But could this be the first instance of a company, unwittingly or not, acknowledging that practice?

If the crash hat fits…

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