Two Rim?

Not sure how clear that picture comes out. It's the sign for the bike shop under my school. It's called Two Rim and the picture is of a guy with his bare butt out walking with a little kid. I guess it's to show he has a good sense of humour, but I don't know what that has to do with bikes. There is another bike store around the corner and I wonder how many people opt to by bikes here as opposed to there based solely on the sign. Weird.