A sportswear brand has launched a mass activation across two major capitals to cash in on one of the biggest global sporting events.
Iconic sportswear player Le Coq Sportif has kicked off a campaign across Sydney and Melbourne to promote its partnership with Le Tour de France.
A fleet of Mail Call cycling couriers will be dressed in the official yellow leaders' jersey for the duration of the race.
The fleet is comprised of 25 riders in Sydney and five in Melbourne, visiting over 1000 locations across the two cities each day.
The 99th Le Tour de France will run from June 30 and conclude on July 22.
While Le Tour de France riders travel an average distance of 3,479kms over the 21 day race, the Mail Call couriers will spend a minimum of eight hours on their bikes each day to travel an average of 2,037kms.
Le Coq Sportif has had a long partnership with the cycling event.
Last year, the brand secured distribution with major department store Myer.