Tour de France Licensees in Bike Sector

NEW York, USA - Amaury Sport Organization (ASO), the official organizer of the Le Tour de France, recently started to offer the Tour de France brand name and logo for usage on bike products. So far two bike companies have signed up and they are: World Wide Cycle Supply (WWCS) and XP Apparel.
World Wide Cycle Supply has been granted the global license for bicycles. This New York based company currently markets the bike brands Iron Horse, K2 and Columbia, next to other private-label bike brands for sporting goods retailers. Stew Barnett, President of WWCS said that the Tour de France gives him a brand with worldwide acclaim – known not just by enthusiasts – and will provide instant recognition for a quality line of affordably priced bicycles. “We are very proud to be part of a team that will build this brand beyond the ‘event’, encouraging people to participate in cycling as sporting activity for a healthy lifestyle, and as an environmentally sound mode of transportation.”
The other company licensed for the use in the Americas and the United Kingdom of the Tour de France brand name and logo is XP Apparel. This is a privately-held company headquartered in Denver, Colorado; it is a rapidly-growing provider of authentic branded merchandise for major sports and entertainment events, including the Olympics, FIFA, Little League Baseball, MLB, NBA, NFL and NHL franchises, and a manager of venue retail outlets. XP Apparel distributes its merchandise at events, online and through XP’s own US Olympic Shops, as well as leading US retailers including Federated Department Stores, Target and Wal-Mart.
XP Apparel CEO, Tripp Wall plans to launch Tour de France products in June in the UK and on the XP Companies website for US and South American distribution. Tripp felt strongly that the Le Tour de France brand provided his company and customers with a product that offers a distinct point of difference from any other sport, event or active lifestyle brand. “This is truly a brand for today’s consumer to express their independence, their sophistication and their dedication to a healthy and active lifestyle in a way no other brand delivers. For our company it is complementary to our existing businesses and provides new opportunities for growth”, says Tripp Wall.