The BIKE Athletic company invented and named the athletic supporter in 1874 for the bicycle jockeys riding the cobblestone streets of Boston. It didn't take long for the invention to be referred to simply as the jockstrap. For well over a century, BIKE remains a top competitor in the athletic men's underwear business. Market research indicates that more than 90% of coaches are familiar with and highly respect the BIKE athletic supporter or jock strap. When asked what they think of BIKE, the first word that comes to mind is "protection" – something, they say, that conventional men's briefs or men's boxers do not provide.
"Rites of passage" are created for and celebrated by adolescents in many cultures. In the western world, even before the parties and festivities have begun, the physical maturation of the young honorees dictates the style of the undergarments they wear. The girls are, by now, wearing bras and the boys have graduated into men's boxers and men's briefs. Also, it is at this period of their life when coaches require boys to purchase and wear an athletic supporter or jockstraps while on the playing field. There is no doubt that the BIKE Athletic Company helps most of these boys to fulfill this uniform requirement of their ninth grade PE class.
Enjoying the number one position in consumer brand awareness among sports medicine brands, BIKE holds a 58% level of product brand awareness among all men surveyed – which is over double that of its nearest competitor of jockstraps. Marketers call that "brand recognition" – something they spend millions on and decades fighting for. No one knows if, over a century ago, that occurred by an act of marketing genius or by sheer accident by BIKE. Whatever the reason, there is no doubt that it occurred because of BIKE's outstanding quality jock straps but also, in part, because of a simple design feature.