The holidays make people do some crazy stuff: max out credit cards hoping to demonstrate the depth of their love, drink a beverage laced with bourbon and raw eggs, and send fruitcakes that have a half life of 10,000 years to friends and relatives. But none are crazier than what Schwinn has done.
Embracing their inner dork, they've created a bell choir on bicycles. Resplendent in their couture nerdware, riding Schwinn's ultra hip retro cruisers, they play holiday songs on command wearing grins so wide you'd think they were in an Ipana commercial.
It's all just a little creepy.
But maybe it's also smart. After all, no matter how hard Schwinn has tried over the past 30 years, they haven't been taken seriously as a bike company by serious cyclists. Their forays into hard core, high end road and mountain bikes have all failed. So maybe it's better that they channel their past and become famous for retro cruisers, new Sting Rays and other updated classics.
Then again, maybe it's just creepy.