When pro cyclist Levi Leipheimer rolls to the start of the 2009 Giro d'Italia this weekend, he’ll be wearing an important new piece of gear on his wrist: a Road ID, a line of identification gear for cyclists and other athletes. Leipheimer recently signed with the makers of Road ID to represent the company, starting with his participation in the upcoming Giro. Fans can find photos, more information and a Road ID discount coupon online at www.roadid.com/Levi.

“As a cyclist, I’ve had my share of accidents and close calls while racing and training. For cyclists, runners and others who train outdoors, wearing some sort of identification – like Road ID – is vital in case of an accident,” says Leipheimer. “I’m thrilled to represent a company with the mission of making all athletes safer.”

Since Leipheimer first learned about Road ID, he has discovered how important wearing identification like this can be. “While out on a recent ride, I met up with an emergency room doctor and he was wearing a Road ID on his ankle. He told me stories about cyclists he had treated who had no I.D. and were either unconscious or couldn’t remember their names,” Leipheimer says. “It really hit home how important Road ID is for all athletes.”

Leipheimer – who won the general classification on Sunday in the Tour of the Gila – currently lives in Santa Rosa, California and rides professionally for Team Astana. Leipheimer’s career highlights include: First overall in the 2007, 2008 and 2009 Amgen Tour of California, a bronze medal in the 2008 Olympic Games, a stage win and third place overall at the 2007 Tour de France.

“Levi is a great choice to represent Road ID,” says Edward Wimmer, co-founder of Road ID with his father, Mike Wimmer. “He’s a smart, tough competitor who is committed to advancing the sport and helping other cyclists. Our dream is to see the day when wearing ID is as common among all athletes as wearing a helmet is among cyclists.  Working with a seasoned pro like Levi who understands how important ID is can help bring that dream closer to reality.”

Road ID manufactures the premier line of identification gear for athletes, designed to give medically trained first responders the information they need to immediately contact family members, access medical information and prevent serious delays in case of injury. A full line of innovative ID products is available for cyclists, runners, triathletes, skiers, kayakers and other outdoor enthusiasts.

Check out RoadID online at www.roadid.com.