Tour De France Brand Continuous To Grow




Numerous new goods in its three primary product categories contribute to the ongoing improvement of the Tour de France brand (performance, lifestyle and souvenirs). In particular, 2022 will see the introduction of a new “Maillot Jaune” brand and the entry of Santini as the official equipment provider for the Tour de France.

The Valegro helmet from Italian company KASK has also expanded the technical selection. In terms of lifestyle, the men’s fashion label Jules has a four-year sponsorship agreement with the Tour de France and this year is releasing a capsule collection in the race’s colors. Finally, the Tour de France has built its first Flagship store in the center of Copenhagen for the Grand Départ, where visitors and fans will be able to purchase more than 250 items.

The new “Maillot Jaune” brand for the Tour de France is introduced.

The Tour de France will debut a new brand this year, whose items for cyclists of all skill levels merge the pursuit of fashion and performance. The “Maillot Jaune” brand has a chic appearance that gently references the Tour de France. In particular, this new company wants to offer a wider selection all year long. With the creation of an inaugural, limited-edition collection that honors the distinctiveness of the Tour de France, equipment manufacturer Santini is supporting the debut of “Maillot Jaune.” New manufacturers will be encouraged to join this movement in the future.

Products under the “Maillot Jaune” brand are already offered on the official websites of the Tour de France and Santini, as well as in a number of Official Tour de France shops.

Santini and KASK have received new technical product licences.

This year, Santini released an event collection in addition to four different jerseys, with its cycling kits shining a spotlight on the key stages of the 2022 edition, including the Grand Départ in Copenhagen.
A new official helmet has been added to the Tour de France technical lineup. To represent each kilometer covered by the race in 2022, new product license holder KASK is recommending 3,328 limited copies of its Valegro helmet.
Each helmet will have a special number that corresponds to its owner’s own kilometer.

The seven parallel yellow lines that make up the helmet’s design commemorate the seven triumphs achieved by cyclists wearing KASK helmets during the Tour de France (Bradley Wiggins in 2012, Christopher Froome in 2013, 2015, 2016 and 2017, Geraint Thomas in 2018 and Egan Bernal in 2019).

Due to this, KASK and Santini have joined Continental, Elite, Oakley, and Selle Italia as license holders for Tour de France technical products.

Jules joins the Tour de France as a new partner through 2025

Jules, a men’s clothing retailer with 380 locations throughout France, will support the Tour de France for four years. It will exhibit a capsule collection in the colors of the Tour de France and centered on the concept of cycling in addition to dressing the organization teams for the cycling race.

It offers, for instance, cycling-themed t-shirts, sweaters, and even rain ponchos in the colors of the Tour de France.

Additionally, a pair of sneakers that were created in collaboration with the ethical shoe company N’Go come in the colors of the Tour de France.

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A Tour “Made in France”

By releasing a large number of new ‘Made in France’ products in 2022, A.S.O. and the Tour de France will continue to encourage French brands.

As a result, the Tour de France and French electric bicycle manufacturer Le Vélo Mad have extended their licencing relationship.

The Sport Plus and Urbain 2 are two new limited-edition models that will be available. Numerous additional partnerships have been strengthened, including those with, for instance, the new espadrille from the Biarritz-based Art of Soule brand and the Savoy-based knife company Opinel.

For more information:

Le Vélo Mad – Tour de France EPAB

Opinel – Tour de France knives

Devineau – Tour de France candles

Art of Soule – Tour de France Espadrilles

Opening of the first Flagship store for the Tour de France

The Tour de France has erected its first Flagship store in the center of Copenhagen in preparation for the Grand Départ 2022.

Fans of the Tour de France can purchase more than 250 different products from this store, which has more than 300 m2 of floor space and sells all of the apparel and accessories from the Tour de France line in addition to collections from product license holders Jules, Santini, and Oakley.

It is an original idea that emphasizes fan satisfaction and responsible distribution.

Partners of the Tour have organized a number of activities in addition to the store section. As an illustration, there is the Café du Tour by Senseo, a Tour stage on a home trainer by Shimano, a workshop for digital customization, as well as an exhibition of the Tour de France.

The shop is situated in Copenhagen at 17 Frederiksberggade.

wholesalers authorized to sell Tour de France-branded goods

Every nation has a local bike shop that sells a variety of the official Tour de France product line.

The number of official licensed distributors increased from 4 in 2021 to 12 in 2022 during the course of a single year.

The following websites or stores carry the 2022 Tour de France licensed technical goods from prestigious manufacturers like Oakley, Selle Italia, or Elite:

France : Alltricks Probikeshop

Belgique : Decathlon

Espagne : Deporvillage

Allemagne : Bike24

Pays-Bas : FuturumShop

Italie : All4Cycling

Danemark : Cykom 

Irlande : Cycletribe

Afrique du Sud : Cycle Lab

UK : Evans Cycles

USA : Competitive Cyclist

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Our articles are developed after considerable research and studies online and also including seeking informational experience based tips from professional rides. Key sources of information are interviews, google search and youtube.