Levi’s outfits AG2R La Mondiale pro cycling team for non-competitive occasions

By

Christel Divert

Translated by
Nicola Mira

Published
Feb 19, 2018

US denim giant Levi's has established a presence in a rather unexpected sector: sport. The jeans label has in fact teamed up with with French pro road cycling team AG2R La Mondiale Pro Cycling. The team's riders will wear signature items from the Levi's Red Tab collection in their official engagements outside of racing: from the iconic 511 jeans to the Western shirt and the equally renowned Trucker Jacket.

This unusual collaboration between a major denim brand and athletes from a sport with far less media exposure than for example football or tennis confirms the growing interest Levi's has for cycling, in the wake of the Commuter collection launched by the US label in 2011, dedicated to urban cycling.

According to Levi's, cycling is "a democratic, authentic sport whose perception is constantly evolving: it is increasingly popular in cities, while its major tour races fuel passionate interest. Bicycles are no longer just a means for travelling around town or taking part in sport competitions, they are also the mark of a trendy lifestyle and sometimes even a fashion accessory."

The choice of the AG2R La Mondiale Pro Cycling team was not a random one. The team, created in 1992, is a member of the cycling world's elite. Among its top riders there is Frenchman Romain Bardet, winner of the Peyragudes mountain stage in the Pyrenees at the last Tour de France, also with a third place to his name in the Tour de France's overall ranking.
Another team member, Frenchman Pierre Latour, was national champion in the individual time-trial competition in 2017.

"I'm delighted for the collaboration with AG2R La Mondiale. In our enthusiastic discussions, we took great pleasure in emphasising the fact we share values such as talent development, daring and dedication, while also bringing a touch of originality to the peloton," said Santiago Cucci, General Manager South Europe for Levi Strauss & Co.