Tour De France

Schwalbe tyres launches ad campaign ahead of 2014 Tour de France


By Natalie Mortimer, N/A

April 24, 2014 | 2 min read

Cycling tyre producer Schwalbe has launched a new advertising campaign ahead of the 2014 Tour de France’s start in Yorkshire.

The campaign, created by Life, kicks off in May and is set to run across print and online, featuring three limited edition Schwalbe tyres.

The tyres, which will be available at 1,800 cycling stores, feature yellow ‘Etape’- French for stage- branding to represent the first stage of the Grand Départ in Leeds on 5 July, as well as the Yorkshire rose on the tyre rim.

Communications agency WRG will deliver the event management infrastructure for stages one and two.

Dave Taylor, UK marketing manager at Schwalbe said: “The Tour de France Grand Départ is the most exciting cycling event in the UK since the 2012 Olympics. It is a great opportunity to celebrate cycling and support the specialist cycling retail trade that is our key channel to market. Schwalbe has the most complete range of tyres for serious cyclists and the campaign highlights that we have a tyre for every stage.”

Press ads will appear in major cycling titles, with online banners set to roll out across specialist cycling sites and blogs.

Tour De France

Content created with:

LIFE Agency

 LIFE is an award-winning full service creative agency driven by an obsession for what real people with real lives want from brands right now. 

Our team...

Find out more

WRG Creative Communication Ltd

Find out more

More from Tour De France

View all


Industry insights

View all
Add your own content +