Skoda: Tour des Femmes

Not too long ago, there was no women’s Tour de France.
Why? Because apparently women “weren’t capable enough”.
So long term cycling sponsor SKODA decided to do something about it.

But supporting women in cycling was more than just one race. Although the case study only reflects the three weeks of the Tour, in reality we encouraged women to get on a bike across the whole of 2018. This included events, influencer collaborations, sponsorships and newspaper partnerships.