Robbie McEwen may be known for his all-out sprinting, but he knows that safety is important. And as a father, he also knows that the safety of children on their bikes is very important. That is why he and his son Ewan are heading up a campaign with the Belgian "Q8" chain of gas stations to provide 10,000 cycling helmets for children from five to 12 years-old.
The helmets, which normally cost €35, will be sold at Q8 stations in Belgium and Luxembourg for only €9.90, from May through September of this year. All helmets will bear McEwen's signature.