Poetic Brands has signed an agreement with the Tour de France to design a wide range of men’s and women’s clothing based on the historic 119-year-old cycling race. The new collection will include t-shirts, hoodies, sweatshirts, beachwear, sleepwear and underwear for both men and women.

“In a historic year for the Tour, with the first official Women’s Tour de France taking place shortly after the annual men’s event this year, now is the best time to expand the Tour de France opportunity into essential categories. and relevant,” said Simon Gresswell, Owner, SGLP, broker of the transaction. “It is a pleasure to have brought Poetic Brands and the ASO together, as they share a complementary creative and commercial ambition for the brand. With EVANS already named an Official UK Retail Partner and the reach and power of Fanatics on the e-commerce side, the right foundations are in place to create both an event and licensing program throughout the year for this leading brand in the world. of cycling. »

The designs for the new range use the contrasting yellow and black logo, along with silhouettes of cyclists, motivational slogans such as ‘Go! », « La crème des crèmes » and « Jaune d’esprit », as well as key stages along the route, including Mont Ventoux, Iseran, Izoard and Galibier.

“It’s a real honor to work with Tour de France on a range of clothing and we are thrilled with the first designs,” said Anne Bradford, Director of Poetic Brands. “A sporting event with such a legacy offers a wealth of creative assets, to design a striking and extremely wearable collection and we are really looking forward to presenting them at retail.”