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My first four Ragbrais hardly anyone wore helmets or fancy cycling clothes.
WSJ: A Ride Across Iowa
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The British Medical Association is also concerned that making cycle helmets compulsory would put many people off cycling, and that the resulting lack of exercise would be more dangerous than the risk of head injuries.
BBC: Cyclist
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European sporting-goods companies give him free shoes and helmets, and a Romanian mineral-water company sponsors his cycling team, but that's about it.
WSJ: Blade Runner Is on a Well-Trodden Path