Alpecin-Deceuninck has launched a distinctive “Dark Denim” kit for the upcoming Tour de France. All riders, except World Champion Mathieu van der Poel, will don this new look for the three-week race. Van der Poel will switch to the new kit only for the time trials on stages 7 and 21.

Purpose Behind the Dark Denim Look

Unlike Visma-Lease a Bike’s special Tour kit, which significantly deviates from their regular colours, the Dark Denim kit of Alpecin-Deceuninck serves a specific purpose. It highlights a media campaign from one of their title sponsors, the shampoo brand Alpecin. The accompanying advertisement features van der Poel in a race against time, symbolising the fight against one of the most visible signs of ageing – grey hair. This campaign underscores the launch of Alpecin’s new product, Alpecin Grey Attack shampoo.

Sponsorship and Campaign Goals

Alpecin’s media campaign, launched during the Tour de France, features the new Grey Attack shampoo. The campaign, starring van der Poel and team managers Phillip and Christoph Roodhooft, emphasises the fight against ageing and the importance of perseverance.

Philip Roodhooft, Team Manager of Alpecin-Deceuninck:

“Strong sponsorship partners like Alpecin are essential for the success of our team. The values of discipline, endurance, and perseverance expressed in our credo ‘Never Give Up’ are fundamental values that we live by daily and appreciate in our riders and employees.”

Eduard R. Dörrenberg, CEO of Dr. Wolff Group:

“The Tour de France offers an outstanding platform to draw international attention to our brand Alpecin and to impressively demonstrate the performance of our products in the context of cycling.”

Alexander Krümke, Vice President Marketing at Dr. Wolff Group:

“With our motto ‘Never Give Up,’ we integrate our sponsorship activities even more strongly into our brand. The campaign spotlights what is equally essential while tackling grey hair or excelling in cycling: Never Giving Up.”

Team Roster and Tour Strategy

The Belgian team revealed their eight-man roster with the aim of replicating Jasper Philipsen’s sprint success from 2023 and chasing stage victories. Van der Poel, a key leader, will ride just his eighth race day of the season on stage 1, following a successful Classics campaign with wins at Paris-Roubaix, the Tour of Flanders, and E3 Saxo Classic.

Alpecin-Deceuninck 2024 Tour de France Squad:

  • Mathieu van der Poel
  • Jasper Philipsen
  • Gianni Vermeersch
  • Silvan Dillier
  • Robbe Ghys
  • Søren Kragh Andersen
  • Jonas Rickaert
  • Axel Laurance