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Specialized Bicycling Components had a terrific close to July. Last weekend, Italian cyclist Vincenzo Nibali won the Tour de France while riding one of the company's 22-speeds, and then sales accelerated in certain global markets, according to the company's executives.
But Nibali isn't the only one who deserves a pat on the back—marketers for the Morgan Hill, Calif.-based player were generating a ton of buzz leading up to the win on Twitter, utilizing the platform's video ad unit that's currently in test mode.