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You're looking at Jay Jackson, cycling manager at Sun and Ski Sports in Katy Mills, Texas. More specifically, you're looking at Jay's new tattoo. The idea came from Marin marketing man Steve Glazer's e-mail sign off green bicycle tree that states next to it: "Please consider the environment before you print."

Said Glazer, "This is both an example of commitment to our sport, and the power of viral marketing. It's interesting how an image, which I believe I borrowed from someone at WTB, can make its way around the Internet and influence so many people."