Henkel - Schwarzkopf
Turning cycling fans into the team’s 9th man
In cycling, the finish line is crossed alone, but victory is built together. To bring Decathlon’s Driven As One partnership to life on the Tour de France, we created Les Ulteams: the first official supporters’ club of the Decathlon CMA CGM Team. An ecosystem of activations brought fans together before and during the race, from social competitions and retail activations to a fan zone in Thonon-les-Bains. At its heart: 100 passionate supporters, brought together for an unforgettable 24-hour experience along the Tour route.
60
Decathlon stores activated across France
2
content creators leading the Ulteams community
Press play
for adrenaline
Content that keeps the peloton moving
Two creators turned their communities into one passionate fan club. They became the faces of Les Ulteams, rallying their communities before and during the Tour. From recruitment videos and social quizzes to on-site content, they transformed fan enthusiasm into organic, shareable stories.
