"Entering the 2010 cycling season, Armstrong was focused on improving his position in this year’s Tour as he tried to dethrone Alberto Contador, the rival and former teammate who won last year’s race. That commitment filtered down to one of Armstrong’s sponsors, an outfit named Giro Helmets. The Santa Cruz, California, company had recently launched an Advanced Concepts Group to do “real R&D,” according to Chris Bullock, the group’s manager." - Kelly W.