Figure 1.--Here is the 1930 ad in "Boys' Life" for New Departure Biycycles. Click on the image to see a similar advertisement focused on football.

Here are two interesting ads for New Departure bicycles, both aimed at teenage boys and appealing to two different sports--swimming and football. The boys riding the bicycles in the ad are picture both in swimsuits and football uniforms. Both ads appeared in Boy's Life, the magazine published by the Boy Scouts of America. The boys in the photographs are about 16 or 17 years old, I think.

Boy's Life

Boys' Life is the official magazine of the Boy Scouts of America (BSA). I am not sure just when the magazine was fist published, but continues to by published by the BSA today.

Swimming

One ad for New Departure Biycycles appeared in Boy's Life for June 1930, p. 52. It shows the typical one-piece boys' swimming suit of the period. A reader writes, "I remember wearing swim suits like this when I was about ten, but there was not much difference between the boy's version and the adult version. In the better classes, it was considered unseemly for men and boys to swim without their chests covered, and most country clubs and hotels required either a top with trunks or, more commonly, the one-piece suit. By a curious coincidence the same suit is advertised by Jantzen swim wear on the next page (p. 53) and shows Charles Sherman, Jr. wearing it with a testimonial to Jantzen swimwear. The ad copy read, "Water's Fine! --air's warm--bike's ready--let's go swiming. If your bicycle has a New Departure coaster brake, as eight out of ten bicycles have, you can get to the beach, or pool, in a minute--fresh, cool and ready to dive right in. The 'N.D.' Multiple Disc certainly puts pleasure in bike riding. New Departure Manufacturing Co., Bristol, Conn. New Departure Multiple Disctype Coaster Brake."

Football

Another New Departure Bicycle advertisement depicts a boy in football gear riding his bike to practice. He wears the typical football uniform of 1930 for highschoolers--long stockings, padded knee pants, long sleeved jersey (no padding), and helmet without a faseguard. The ad copy read, "Make the Team. Be on time for practice and ride your bicycle--it helps your leg work and breathing. With a New Departure Coaster Brake equipped bicyle--there's no trouble about being at the field on time--to make the team. You can depend on this smooth running brake--with its extra braking surface--to get you there quickly--effortlessly--safely. New Departure Manufacturing Co., Briston, Conn. New Departure Multiple Disctype Coaster Brake."

Created: 9:47 PM 10/29/2004
Last updated: 9:47 PM 10/29/2004