Nike announced today their new BIKETOWN bike share project for Portland, boasting a $10 million dollar commitment over the next five years for one of America’s most friendly cycling cities. Now, that may seem like a lot of money for a company who no longer makes cycling apparel, but when you look at the bigger picture of Nike’s budget for a year’s worth of marketing, this article proves that $10 mill is just a drop in the hat.

Personally, I’m into this project. The bikes look well designed, Portland’s a great incubator for cycling infrastructure experiments (of which always prove to be well worth the investment) and with Beaverton, Oregon- Nike’s home base, just miles outside the city, it’s a great way for the company to give back to their community. These bikes will get more bodies riding in the great city of Portland and they don’t look like complete turds. Hey, aesthetics do go a long way!

See more at Nike.