Poetic Brands Rides into Tour de France Licensing Agreement

Apparel licensee to create adult ranges based on the iconic cycling race.

March 2, 2022

Poetic Brands

Poetic Brands has signed a deal with Tour de France to design a wide range of men’s and women’s apparel based on the 119-year-old epochal cycling race. The new collection will comprise T-shirts, hoodies, sweats, beach wear, nightwear and underwear for men and women.

“In a landmark year for the Tour, with the first official Tour de France Femmes also being staged shortly after the annual men’s event this year, now is the best time to extend the Tour de France opportunity into core, relevant categories,” says Simon Gresswell, owner, SGLP, broker of the deal. “It’s a pleasure to have brought Poetic Brands and the ASO together, as they share complementary creative and commercial ambition for the brand. With EVANS already appointed as an official retail partner in the U.K. and the reach and power of Fanatics on the e-commerce side, the right foundations are in place to build both an event and year-round licensing program for this pinnacle brand in the world of cycling.”

Designs for the new range

use the contrasting yellow and black logo, along with silhouettes of cyclists, motivational slogans such as “Allez!,” “La crème des cremes” and “Jaune d’esprit,” as well as key milestones from along the race, including Mont Ventoux, Iseran, Izoard and Le Galibier.

“It’s a real honor to be working with Tour de France for a clothing range and we’re over the moon with the initial designs,” says Anne Bradford, director, Poetic Brands. “A sporting event with such heritage offers a wealth of creative assets, to design a striking and hugely wearable collection and we’re really looking forward to presenting these to retail.”