37.5 Technology/Cocona: advert-body-2 by WorkInProgress

37.5 is encouraging cyclists in particular, during this Tour de France season, to 'Start Doping' with its own doping kit. But rather than trying to hide illegal performance enhancers, the company, working with the agency WorkInProgress, is featuring a doping kit made from its body-cooling materials.

The program, called 'Dope With This,' the brand is offering to help clean cyclists dope for the first time, but with the 37.5 technology that it claims has been proven to increase an athlete’s energy efficiency and output by reducing the increase in core temperature during exercise, similar to wearing a cooling vest circulating cold water. This increase in performance is similar to results seen from illegal doping, but 37.5 Technology is 100% legal.

During the Tour de France, a few free doping kits will be made available each day at StartDoping.com. But even for those that don't get a free kit, the doping kits contain a cycling jersey, bibs and socks with 37.5 Technology made by Mission Workshop, the first passive cooling fabric technology shown to increase human performance and increase the body’s ability to manage core temperature