The project
The Tour de France is one of the biggest sporting events on the planet, watched by hundreds of millions of fans every July. Its official merchandise, though, stays firmly in generic sports-event territory.
How it scored
Product: 7.8
Decent, wearable pieces, but nothing that feels built specifically for cycling's biggest stage. It could be swapped for any endurance event's merch table without much notice.
Branding: 7.2
The logo shows up, but there's little of the race's actual identity in the design: the yellow jersey, the mountains, the history. It reads as licensed merch rather than a genuine extension of the event.
Activation: 7.4
It's for sale at the event and online, straightforward and functional, but there's no real hook that turns a purchase into a story worth sharing.
The verdict
One of the biggest sporting events in the world deserves better. Solid, sellable merch that never quite captures why the Tour de France matters.