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Alpecin-Deceuninck with Grey Attack and Dark Denim kit in Tour de France

During the Tour de France, don't look for our traditional blue denim outfit. For the next three weeks our riders will ride around Italian and French roads wearing a Dark Denim kit with the aim of highlighting the new media campaign of our main partner Alpecin.

Alpecin launches a Europe-wide media campaign during the Tour de France, featuring their Alpecin Grey Attack shampoo. The product presents a solution that provides a natural-looking color effect for less grey hair and a fresher, more youthful look. Check out the commercial starring our current world champion Mathieu van der Poel and our team managers, the Roodhooft brothers.

While in the commercial van der Poel literally fights against time on his racing bike, the team managers Phillip and Christoph Roodhooft symbolise the fight against one of the most visible signs of aging – grey hair. The campaign tells a heroic story, that shows that it is worth fighting and never giving up – even in the battle against time.

To support the campaign, Alpecin-Deceuninck will ride the upcoming Tour de France in The Dark Denim outfit: our traditional jeans shirt in grey-black. World champion Mathieu van der Poel will be featured in the Dark Denim shirt during both time trials, our other seven riders will wear it for three weeks.

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."