Jessica Ennis-Hill and Jenson Button have teamed up to promote the new lights on London's Santander Cycles.
Blaze Laserlights will be attached to Santander Cycles this autumn, in time for the darker nights that draw in when the clocks go back.
The lights project a green image of a bike on to the road, six metres in front of the rider. They were designed by Emily Brooke, founder and chief executive of start-up Blaze, as part of her final-year project at Oxford University.
A Halloween-themed ad for the initiative rolls out from on 24 October.