The enhancement of the Tour de France brand continues to grow, via many new products in its three main product types (performance, lifestyle and souvenirs). In particular, 2022 witnesses the launch of a new “Maillot Jaune” brand and the arrival of Santini as the Tour de France official equipment supplier. The technical range has also been enriched by the Valegro helmet made by Italian brand KASK. As for lifestyle, the men's fashion brand Jules has made a four-year commitment to the Tour de France and this year is offering a capsule collection in the colours of the Tour de France. 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.
The Tour de France launches its new “Maillot Jaune” brand
“Maillot Jaune” brand products are already available on the Tour de France’s official web site letour.fr and Santini’s web site santinicycling.com, as well as from a selection of Official Tour de France stores.
New technical product licences for Santini and KASK
In addition to four distinctive jerseys, this year Santini has released an event collection, with its cycling kits putting the spotlight on the major stages on the 2022 edition, including the Grand Départ in Copenhagen. The Tour de France technical range has also been enhanced with a new official helmet. New product licence holder KASK is proposing 3,328 limited editions of its Valegro helmet, a number equal to each kilometre covered by the race in 2022. Each helmet will have a unique number, designating their very own kilometre to each owner. The design of the helmet is based around 7 parallel yellow lines, representing the 7 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). As a result, KASK and Santini have joined Continental, Elite, Oakley and Selle Italia among the Tour de France technical product licence holders.
A new partner: 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 Tour de France and based on the theme of cycling. For example, it includes t-shirts, sweatshirts and even rain ponchos in the colours of the Tour de France and based on cycling themes. Also, there is a pair of sneakers in the colours of the Tour de France, designed in partnership with ethical shoe brand N’Go.
Find more information on jules.com
A Tour “Made in France”
A.S.O. and the Tour de France continue to commit to supporting French brands through offering many new products in 2022 stemming from collaborations ‘Made in France’. As a result, the Tour de France has renewed its licencing agreement with French electric power-assisted bicycle maker Le Vélo Mad. Two new limited-edition models will be on offer: the Sport + and Urbain 2. Many other collaborations have been reinforced, with, for example, Savoy-based knife brand Opinel, Nantes-based candlemakers Ambiances Devineau, or the brand-new espadrille from the Art of Soule brand based in Biarritz.
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
The Tour de France opens its first 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 300 m² 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, with more than 250 product references available to fans of the Tour de France. It is an innovative concept focused on responsible distribution and fan experience. In addition to the shop section, a series of activities have been put in place by partners of the Tour. For example, there is the Café du Tour by Senseo, a Tour stage on a home trainer by Shimano, a digital customisation workshop or also the Tour de France exhibition.
The store is located at 17 Frederiksberggade, in Copenhagen.
Official distributors of Tour de France licensed products
Each country has its own cycling retailer that offers a selection of the official Tour de France product range. In the space of a year, the number of official licensed distributors has tripled from 4 in 2021 to 12 in 2022. The 2022 Tour de France licensed technical products from premium brands such as Oakley, Selle Italia or Elite can be found on the following websites or in shops: