2023-09-28 07:43:54
The popular success of the Tour de France Femmes is not enough for Krys, sponsor of the team classification since this summer and determined to move the lines regarding cycling among women.
The Tour de France Femmes signed a new success this summer. The public was once once more very present on the side of the road and the television audience reached new heights, particularly during the Tourmalet stage, broadcast in prime time. No less than 4.3 million viewers were watching France 2. Marion Rousse did not fail to welcome this enthusiasm and the same is true of the sponsors of this Tour de France Femmes with Zwift.
Partner since 2015 of the white jersey for the best young person on the Tour de France, Krys was seduced by its female counterpart and became, last summer, the partner of the team classification, won by the SD Worx team. The idea of the brand is to “develop a promise around confidence on bikes and allow women to go out in groups”. Supporting studies, the company noted that cycling did not seem obvious to the majority of women.
A real discomfort in cycling among women
“There is a real unease in cycling among women. It is enough to remember the mockery (on social networks in particular) in front of the numerous falls during the first stages of the first edition of the Women’s Tour », explained to The team Bruno Censier, the director of the Krys brand, adding: “As we were not sponsors of a distinctive jersey on the Women’s Tour, we were aware of not being the most visible during the event. We therefore had to find a way to present our commitment. »
Fear of an accident, a mechanical problem or even an attack: many women are reluctant to ride a bike. And not just because of its time-consuming nature. To encourage women to get into the saddle, Krys launched a challenge on the Strava platform to encourage 20,000 participants to cover 70 kilometers. In exchange, Krys offered 10,000 euros to a related association, Les Bornées.
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