Le Coq Sportif brings Tour de France to Sydney
Sports brand Le Coq Sportif has partnered with Mail Call cycling couriers in an execution designed to promote the brand’s sponsorship of the race. Le Coq Sportif is sponsoring the coveted yellow leader’s jersey and 25 cycle couriers in Sydney and 5 in Melbourne will wear the top for the duration of the event, which begins on the 30th June.
The race goes on for 21 days, covering 20 stages. The activation, created by Magnum PR, will see the couriers visit around 1000 locations a day. 
Le Tour de France riders cover an average distance of 3,479kms over the duration of the race, riding for six hours a day, whereas the couriers will spend at least eight hours on their bikes each day, travelling an average distance of 2,037kms in 21 days.
I love the idea! Would love to have seen stronger branding as im not sure people will get it. Maybe the back of the jersey is has stronger branding, just cant see it.
nice idea….pity bicycle couriers are a bunch of road rule abusers who you wouldn’t want anywhere near your brand – clean cut cadel evans types they ain’t. hopefully they hand-picked the respectful and nice ones that aren’t a-holes.
awesome idea. well done Le Coq Sportif!
nice rapha cap
Agree with town bike. Is there a bigger group of hero jerks than bike couriers?
Good idea though.
yeah, great idea, but lots of potential to go bad
Hmmm. SBS did that exact same idea plus a peleton down george street to publicise the tour a couple of years ago. Maybe they could use the same shirts?
Absolutely, town bike. Couriers are – usually – the kind of cyclists that you don’t want to encourage or associate with.
Didn’t Ikon do that several years ago … Clarence Street Cyclery maybe? Anyone at Ikon know? Pat?
I thought the generally accepted rule was you don’t wear awarded jerseys (Maillot Jaune, Maglia Rosa, world champion colours, etc.) unless you’ve earned it. Le Coq Sportif, as a sponsor of the real deal, should know that.