It’s become increasingly common for teams and their sponsors to go a little nuts, and rightly so, when they have a rider in a leader’s jersey at the Tour de France. Teams try to anticipate which riders are likely to lead one of the classifications, and sponsors prepare clothing, bikes, and accessories ahead of time in the appropriate livery so they can be ready for a 24-hour transformation after a stage.
This is a huge opportunity for publicity and everyone wants to maximise exposure. And from the rider’s perspective, it’s a beautiful perk for such an incredible honour. Speaking of riders, they can be a superstitious lot, and, as such, it’s generally considered bad luck for the riders to see the special gear ahead of time. The goods will stay tucked away and out of sight, waiting for their moment in the sun.
Here is a first look at the 2018 Tour de France’s first custom yellow bike: Greg Van Avermaet’s BMC Teammachine SLR01.
