The Ligue 1 club extends fan engagement beyond the pitch with a virtual and outdoor cycling challenge built around wearable tracking and a charity bike auction, testing whether football following converts into cross-sport participation.
French club Paris Saint-Germain (PSG) has launched We Ride Paris, an initiative bringing together the football, cycling and connected fitness communities. We Ride Paris, running until September 13, was developed with the support of professional cycling team Groupama-FDJ United and a series of leading names in cycling and connected fitness, including FDJ United, Whoop, Zwift and Wilier.
Groupama-FDJ United competes as a UCI WorldTeam. Whoop, founded in 2012 and headquartered in Boston, produces performance wearables and health guidance platforms. Wilier Triestina, founded in 1906 and based in Rossano Veneto, is an Italian bicycle manufacturer that designs and manufactures high-performance road, gravel and mountain bikes.
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Participants are invited to take part in We Ride Paris on Zwift and complete a 16.4-km virtual loop through the streets of Paris, passing iconic landmarks like the Champs-Élysées, Jardin des Tuileries and Montmartre. To allow as many cycling enthusiasts as possible to take part, those without a Zwift account can also join We Ride Paris by sharing a link to a ride of at least 16.4 kilometers recorded using a sports tracking app of their choice.
The visual identity for We ride Paris was commissioned to Spanish artist Edgar Plans. As part of the initiative, Wilier and Zwift provide five Filante SLR ID2 bikes and five Zwift Ride smart bikes respectively, all customized in the We Ride Paris colors. These exclusive pieces, created for the occasion, will be auctioned by PSG, with all proceeds going to PSG For Communities, through the PSG Endowment Fund, and the Xana Foundation.
