Cycling is being used in a lot of marketing messages these days. It's becoming an aspirational symbol of health and eco friendliness. Not that it convinces people to do it or try it, but symbolizes the idea that by purchasing a certain product or brand they will be associated with those that do.

Also as an aside, Mpls is a big ad town a lot of people in the ad business are avid cyclists and completely embrace the concept as "cool" so they repeatedly incorporate it into their concepts and their work. Bike culture here has trickled up. It's not a bad thing.