January has been a harsh month for international cycling. One ambitious sports wear brand from Belgium has always been loyal to its values and launched its new campaign exactly on the night that 7-times Tour winner (uhum) Lance Armstrong admitted that he had been using performance enhancing drugs while taking all of his Tour victories.

With ‘the HERO IS IN YOU’ NODRUGS sportswear emphasizes that you need to believe in your inner strength, not in all the heroes around you since too many of them have fallen from their pedestal lately. Frontmen and woman of the campaign are double IronMan Hawaï winner Luc Van Lierde, Belgian Champion Bike Trial Iciar Van den Bergh and Belgium’s leading mountainbike marathon lady Kim Saenen.