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The Velodrome 3

The Vélodrome

Starry sky full of dreams adorns Tour de France shirt


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


Bram Berkien Ovide PR Richard Spierings Monne Tuinhout Tim Tubée Teun Pulles

Ride your dreams

After winning the Tour de France in 2022, this year the team hopes to inspire new generations to pursue their own dreams. A starry sky full of dreams therefore takes center stage on Team Jumbo-Visma's 2023 Tour de France shirt. To encourage everyone to believe in their dreams, we found a dream partner in Efteling to write the story 'The Vélodrome. Ride your dreams'.

It's about a little cyclist who, under a twinkling starry sky, breaks free from the merry-go-round called The Vélodrome and, as if in a dream, eventually finishes on the Champs-Élysées. The starry sky on the shirt reflects the powerful dreams, flanked by beautiful gold details. The philosophy of the campaign has been fully and visibly embraced by all partners.

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