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I haven’t said that I’d never purchase Rapha again, just that while I was deliberating they endorsed Dygert so I shopped elsewhere. Clearly the reason that we connect with brands is that they profess to represent similar ideals and we therefore connect with them. Those two don’t represent what I’d like to see in the world, brands are choosing to pay them/advertise using them and we get to choose where to spend our money. From a branding point of view, I know little about Sram/canyon other than functionality. From Rapha I hadn’t expected this.
LukeG-
These particular brands associate themselves with these athletes because of their athletic potential and results. Their politics are, at best, secondary. Clearly you have the right to choose who you support and on what basis you will, or won't, support a brand, but it's multi-faceted and complex for you, as it is for the people making the decisions on behalf of brands.
andyp
Will you also never buy SRAM components or Canyon bikes?