The Tour de France Femmes has rapidly achieved the status of the highest-profile women’s race on the calendar as the Tour de France name and brand works its magic. With the increased visibility of women’s racing comes special attention for sponsors. That means special edition jerseys and the sponsors wish to highlight certain products or get their name out there to millions of fans watching the Tour de France Femmes.
Lifeplus-Wahoo has special new painted bikes for the Tour de France Femmes and now also has a new jersey too! The dark green is gone and swapped out for white with a sort of barcode pinstripe effect as well. The change is inspired by the Lifeplus Foundation, whose logo has been added to the top of the jersey. Fundraising efforts will go to fund and provide clean water for a girls school in Kenya, 20% of sales of the jersey will go to this cause.
Way back in April, Jumbo Visma announced the ‘velodrome’ jersey for the Tour de France and Tour de France Femmes. It’s linked to the Efteling theme park and tells a fairytale story of a little cyclist who, under a sparkling starry sky, breaks free from the merry-go-round called The Vélodrome and, as if in a dream, finishes on the Champs-Élysées. Seen on the men’s team all of July so far, that will continue for another 8 days with the women’s line-up.
The new Canyon SRAM jersey keeps some of the shapes and motifs from the regular jersey but adds a lot from Zwift. The online virtual cycling company sponsors the Tour de France Femmes but will get more attention on the shoulders of riders like Kasia Niewiadoma, Ricarda Bauernfeind and Soraya Paladin. That means plenty of orange but also a large tripe Allez on the middle of the back of the jersey.
Ceratizit WNT has acquired the Alé name on the front of the jersey for this year’s Tour de France Femmes. The cycling clothing manufacturer adds their Dayglo logo just above the main Ceratizit one on the jersey. They used to have naming rights for the Alé Cipollini team which has ultimately morphed into UAE Team ADQ in recent years. The AgriCarb logo has been added, a company based in Lyon that has recently been acquired by the main Ceratizit parent company. On the sides is OQUO, the wheel brand for Orbea, which the team will ride throughout the race. Differences from the main jersey include a solid colour block on the sleeves and also new red shorts cuffs.
Fenix Deceuninck doesn’t show too many changes to their usual kit. It’s the move to use the Elegant brand rather than Deceuninck that’s the main change. The Elegant range are windows that the main Deceuninck brand sell. Just a simple brand name change with no further design updates for the Tour de France Femmes.
Movistar announced their iceberg jersey in mid-June in time for the men’s Tour de France. That announcement had photoshoot photos from the men’s team only and even now it’s tough to find the women’s team in the jersey. There’s a recon video of the team wearing the white though, so it will be used as planned! According to Movistar, this ‘Iceberg’ kit aims to accomplish four things: to boost the technical performance and sustainability of the materials used in the apparel, to highlight Movistar with a groundbreaking design in the Tour de France, and to promote social consciousness towards safeguarding our oceans and seas. There was a bit about the announcement on ProCycling when it was released too.
The team pointed out that this kit, crafted by Gobik, will be made from a minimum of 60% recycled plastic materials, thus marking it “the most sustainable kit ever worn by a team on the Tour.” Furthermore, Movistar shared that the jerseys worn by the cyclists will be signed and put up for auction following the race, with proceeds going towards funds dedicated to ecological causes.