The expansion of the Tour de France brand is continuing, via new products in three main areas: performance, lifestyle and souvenirs.
In 2022, Le Tour organiser ASO has already confirmed the launch of a new Maillot Jaune brand and the arrival of Santini as the Tour de France official equipment supplier.
The iconic cycling event is also seeing a technical range addition with a Valegro helmet made by Italian brand KASK. In the lifestyle area, men’s fashion brand Jules has meanwhile made a four-year commitment to the Tour de France and this year is offering a capsule collection in the colours of the event.
Finally, for the Grand Départ, the Tour de France has opened its first flagship store in the heart of Copenhagen, where more than 250 products will be available to visitors and fans.
New official helmet
KASK and Santini have joined Continental, Elite, Oakley and Selle Italia as Tour de France technical product licence holders.
New product licence holder KASK is offering up 3,328 limited editions of its Valegro helmet, representing the total distance of 3,328km covered by the race in 2022.
Each helmet will have a unique number, designating an individual kilometre to each owner. The design of the helmet is based around seven parallel yellow lines, representing the seven victories on the Tour de France by riders wearing KASK helmets (Bradley Wiggins in 2012, Christopher Froome in 2013, 2015, 2016 and 2017, Geraint Thomas in 2018 and Egan Bernal in 2019).
Jules signs up with the Tour de France until 2025
Men’s fashion brand Jules – with 380 stores in France – will be a Tour de France partner for four years. In addition to clothing the cycling race’s organisation teams, it will also be presenting a capsule collection in the colours of the event, based on the theme of cycling.
The collection includes t-shirts, sweatshirts and rain ponchos in the colours of the event and based on cycling themes. There is also a pair of sneakers in the event colours, designed in partnership with eco-shoe brand N’Go.
Flagship store
For the Grand Départ 2022, the Tour de France has opened its first flagship store in the heart of Copenhagen. This store with more than 300m² of floor-space sells all the products and accessories in the Tour de France range as well as collections from product licence holders Jules, Santini and Oakley.
The store is located at 17 Frederiksberggade, in Copenhagen.
