In its third consecutive year as a supplier to the Tour de France, where it is providing the racers with newly developed, high-performance cycling apparel, Le Coq Sportif is organizing festivities connected with the event in Barcelona, Sydney, London and Milan during the cycle race. Le Coq has been a supplier to the Tour de France for nearly 40 years, starting in 1951.
This summer, the French brand will celebrate the race at its store in London's Covent Garden, and at a well-known bike shop in the English capital, called Look Mum No Hands! As the Tour will start on July 6 in Yorkshire, Le Coq has developed a T-shirt in the colors of the county, featuring a Y-shaped watermark, that will be sold exclusively online until late July. The rose of Yorkshire will be on the Yellow Shirt worn by the winners of the race.
Le Coq will also sponsor the Etape du Tour, a prestigious international amateur cycling race related to the grand Tour with more than 12,000 participants from 60 nations starting on July 20. It will provide jerseys for the event and follow it with multi-lingual videos on You Tube.
As part of its commitment to cycling, Le Coq will also sponsor a major Italian cycling race, L'Eroica, for the fifth time in Tuscany on Oct. 5.
These actions will all coincide with the release of its biggest advertising campaign since 2005. Featured on billboards, in print and digital media as well as in its single-brand stores, the campaign revolves around the script: “Smile, c'est du sport” (Smile, this is sport). The riders and other athletes will all be smiling in the ads.
