Setting an example by bicycle

This short profile of a basketball player who cycles to work will probably be dismissed by most as a piece of NBA green-washing or climate branding. Call it a puff piece, that the player may have a Hummer at home, fine. Nonetheless, this little story encapsulates the challenge of shifting norms, of adopting an energy efficient lifestyle after years of celebrating excess. Laugh, sure. But cultural change has to start somewhere.