The emotionally fuelled beast that is the Tour de France kicks off on Saturday, 29th June 🚵

With a distance of 3497.3km, some 52,320 metres of overall elevation, two individual time trials, four mountain-top finishes, a series of gravel sections and much, much more!

It looks set to be a corker 💥

And as we get ready for this historic race.

We were reminded of a brilliant campaign by Science in Sport Group from last year.

To show an appreciation for the ‘beautiful pain’ of competing in the Tour.

X The sheer endurance it demands
X The sacrifices athletes make
X The impact it has on riders minds, bodies and souls

Whilst capturing the brands rich history of working with the world’s best endurance athletes 🚴‍♂️ 🚴‍♀️

SiS tapped into the emotions and truths of the athletes who take part in the Tour.

And this is a great strategy 👏

Why?

Because, leaning into the emotions and truths of the athletes who use their brand to power them through when the going gets tough.

Allows SiS to:

X Position their brand as an authority in the space
X Connect with their audience on a personal and deeper level
X Build brand and product credibility amongst cycling enthusiasts

So, what’s your audience truth?

What is the story that only you can tell?