In time for this year’s Tour de France, Levi’s® France has once again partnered with professional cycling team AG2R La Mondiale as part of an exciting new campaign showcasing how these athletes live in Levi’s®.
When they’re off the race course, the 28 cyclists are shown rocking the brand’s signature pieces, from classic batwing shirts to the latest performance denim. Designed with advanced stretch and Thermadapt technology, these performance styles feature innovative fabrics that take mobility, moisture absorption and heat regulation to the next level – perfect for keeping the team cool as they gear up for the world’s largest annual sporting event.
For Levi’s® France, the collaboration with AG2R La Mondiale is a natural fit. The French team is a fan favorite for good reason, consistently bringing the teamwork and resilience necessary to climb mountains and cross thousands of miles – a spirit we can certainly get behind.
“There can be no victory without the support of your team,” said Romain Bardet, member ofAG2R La Mondiale and Levi’s® ambassador. “And it’s that family spirit that also exists at Levi’s®, that pushes us to do better each time.”
As the tour heads into its final week, those who visit our three-story flagship in Champs Elysées as the race arrives in Paris can look forward to dynamic store displays and a photo exhibition of the members. Fans can also enter a raffle for an exclusive opportunity to hang out with AG2R La Mondiale for two days during La Vuelta, a similar competition held in Spain.
With our headquarters in the heart of San Francisco, Levi Strauss & Co. has long been invested in helping cyclists travel in safety and style. We first launched our Levi’s® Commuter line in 2011 and have since added more performance-driven design details, like secure zip pockets and 3M™ Reflectivity for better visibility. More recently, we created the Jacquard Trucker jacket which links to the rider’s mobile device via Bluetooth so they can keep their eyes on the road while staying connected.
Whether a casual biker or a serious cyclist, our denim is designed to keep up with your lifestyle. For maximum movement, shop our advanced stretch pieces on levi.com.