Drop your briefing
Agu ridewithus hero

Ride With Us

How Team Jumbo-Visma went to the Tour de France with 5,659 rather than eight riders


Strategy Creative concepting Copywriting PR strategy Media strategy Social campaigning Art direction Visual design Digital design UX design UI design Web development Activation production


Bram Berkien

More information

Sales and fan engagement go hand-in-hand

Team Jumbo-Visma's regular kit resembled the famous Tour yellow jersey too much, so we were faced with a dilemma. We turned it into an opportunity. That’s how Team Jumbo-Visma went to the Tour de France in 2021 not with eight, but with 5,659 riders.

Fans became part of the Tour team through the special kit. First of all, they were involved in the design of the shirt. There was room on the shirt for the names of as many fans as possible, who could claim a spot for themselves simply by purchasing the shirt. We then brought the 5,651 (!) buyers of the shirt closer to the eight-strong team than ever before through the shirt, other content and various activations.


Logo sponsorring
Golden SponsorRing 2022
Dutch Interactive Awards
Golden Dutch Interactive Award 2022
Agu ridewithus graphic
Agu ridewithus shirt 1
Agu ridewithus shirt 2
Agu ridewithus shirt 3
Agu ridewithus detail 1
Agu ridewithus action 1
Agu ridewithus action 2
Agu ridewithus action 3
Ride With Us 4
Eredivisie Platform 3
Next case

Eredivisie Platform & App