In a collaboration with cycling brand AGU and amusement park Efteling, heavyweight professional cycling team Team Jumbo-Visma launched a new team shirt for the 2023 Tour de France in Mid-April with a design based on the power of dreams.
The new kit, ‘The Vélodrome’, comes in the team’s signature colours and carries a starry sky full of dreams to reflect the team’s belief that a dream can lead to great achievements. After winning the 2022 Tour de France, Jumbo-Visma hopes to inspire new generations to chase their own dreams this year.
The origins of the new kit design lie in a modern fairy-tale written by Efteling Designer Sander de Bruijn called ‘The Vélodrome: Ride Your Dreams’: a story of dreams, faith and perseverance about a little cyclist who breaks free from an old merry-go-round in the Efterling park and rides under a sparkling starry sky to a finish on the Champs-Élysées. The fairy-tale and the new kit set out to encourage everyone to believe in their dreams,
The kit and its promotional campaign adopts an approach and a philosophy embraced by all partners. Indeed, Efterling’s Anton Pieck Plein amusement park – opened in 1952 in Kaatsheuvel (the Netherlands) – has even re-erected the ‘De Vélodrome’ attraction linked to the cycling kit and as a dedication to the company and the park’s founder.
An additional strand of the kit launch is a personalisation initiative enabling anyone who pre-orders online before 1 May an option to add a personal moment to the design: pitched as a chance for individuals to publicly mark their own future/fulfilled dream on the shirt.
Plus, the pro riders of Team Jumbo-Visma’s Tour De France squad will also wear personalised versions of the new shirt carrying their own personal star and dream reference during the race.
The kit, produced by sportswear partner AGU, will be worn by the team in France for three weeks – between 1 to 23 July – during Le Tour.
The promotional campaign was spearheaded by a hero spot amplified across team and partner online platforms supported by social media content linked by the #rideyourdreams hashtag and backed by a PR push.
The central video dropped on 17 April and sought to drive viewers through a purchasing funnel to the team’s official online sales platform to order ‘The Vélodrome’ on the digital purchasing platform.
One day later, on 18 April, the central spot was quickly followed by the release of an additional campaign video called ‘The Dream: A little boy can dream. Because dreams are forever’ which featured a CGI version of a young version of Team Jumbo-Visma leader Jonas Vingegaard which also announced that 2022 Tour winner had resigned for the team through to the end of 2027.
“It means everything to me to know that I will be in the team for a further five years. It gives me peace of mind and the opportunity to focus on my goals even more,” said Vingegaard.
“To win the Tour de France last year was a long-cherished dream come true for us. We have realized our dream by daring to dream big and setting a deadline,” explained Team Jumbo-Visma General Manager Richard Plugge. “With this shirt we hope to inspire everyone around the world to chase dreams and keep going for it. We ended up at Efteling because they are the ones who can transform inspiring dreams and stories into catchy and living designs. We are very proud that we have come up with a beautiful story and design together with our clothing partner AGU and Efteling. We will wear this shirt with great pride in the upcoming Tour de France and of course do our utmost to make our dreams come true again.”
“With this enchanting shirt, we have reached a new peak together with Team Jumbo-Visma and Efteling. Not only do we make customization for the cycling team available to everyone in a very special way, we also inspire new generations to chase dreams on the bike,” added clothing partner AGU CEO Björn Jeurissen. “In addition to the personalized design, the shirt is of the highest level. We have once again developed the fastest jersey in the peloton, where riders can count on the best technology in combination with a beautiful design.”
Efterling Designer Sander de Bruijn added: “It is a dream and an honor to be able to design the cycling jersey for Team Jumbo-Visma for the upcoming Tour de France. The underlying theme: ‘Believe in your Dreams’ is one of the most beautiful stories and messages that we can pass on to children and all spectators of the upcoming Tour de France through this design The Vélodrome: Ride your Dreams.”
Comment
More than half of the Activative team have also dreamed of rolling down the Champs-Élysées at the end of Le Tour – albeit wearing the Maillot Jaune!
This campaign follows in the footsteps of previous stand out Team Jumbo-Visma and AGU initiatives such as 2022’s award-winning ‘The Masterpiece’ and also adds to the team’s notable recent activations such as 2021’s ‘The Blue Tire’ with Swapfiets.
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