I believe I recently uncovered a rare, untouched Schwinn promotional poster that has remained stored for nearly 50 years. Upon close inspection, it becomes clear why this piece may have been pulled or remained unused: The bicycle featured isn’t actually a Schwinn Super Le Tour 12.2.
The Evidence of an "Incorrect Illustration"
After examining the poster and cross-referencing it with period-correct specifications and internal memos, several glaring discrepancies emerge:
Frame Construction: The Super Le Tour 12.2 was known for its lugged Japanese frame. However, the bike in this poster features completely smooth joints. This suggests the photo actually displays a Chicago-built Superior frame, rather than the imported 12.2.
Missing Decals: The bike is missing the definitive "12.2" top tube decals. For a flagship promotional piece, the omission of the model's primary identifier is a significant red flag.
The "Prototype" Theory: Based on my research and outreach to private collectors and bicycle museums, it appears that at the time of the photoshoot, the actual 12.2 production models were still overseas. To meet marketing deadlines, Schwinn likely used a domestically produced proxy that "looked the part" to the untrained eye.
Verified Research
I have secured the original full internal memo regarding this "incorrect illustration" and have matched it with original photoshoot outtakes. Furthermore, I’ve consulted with Leon Dixon, whose insights helped confirm that this poster captures a moment where Schwinn's marketing department outpaced their supply chain.
While some communities may be skeptical of these "mistake" pieces, the documentation proves this is a genuine artifact of Schwinn’s transitional era in the 1970s. I’m excited to finally share these photos and the memo with a community that appreciates the finer details of cycling history.
by thebicyclefreak_07