The poster adopted the style guidelines for Specialized's print advertising, but with extra copy points explaining the roles of different elements of the bikes at crucial points in the races. This was intended to help sales staff communicate these features to their customers.
The HTML file used an embedded stylesheet and with images and videos from Specialized's content portal, I Am Specialized. Retailers whose sites don't use a CMS could simply replace the Specialized logo with their own and upload the file. Retailers with CMS-driven sites could paste in a simplified version of the same code.
