- It is nearly Tour de France time, meaning that cycling brands are amplifying their marketing efforts.
- Pro kit is always a popular marketing pivot for any cycling brand. But helmet specialist Kask, is doing it differently this Tour de France season.
- The Italian company has produced an edition Tour de France helmet, which isn’t its most expensive product.
The road cycling community loves riding in pro kit.
On any weekend morning, you’ll see jerseys, shoes and helmets that look like peloton items among riding groups on the Atlantic seaboard in Cape Town. Or out on the Cradle route, in Gauteng.
Marketing staff at all the most influential cycling brands know that pro team kit, has great retail success, especially if it relates to cycling’s most important race.
With the Tour de France start less than two weeks away, riders can expect a flood of related product reveals.
'Owning' the Tour de France route on your head
Kask’s Tour de France campaign is an original take on the brand's Valegro helmet. Designed with strong ventilation principles, the Valegro isn’t Kask’s most expensive helmet. That would be the Kask Protone.
But what Kask’s marketing people have done is make the Valegro an attainably cool bit of Tour de France pro kit.
The Tour de France route ranges for 3328km. And Kask is producing 3328 Tour de France edition Valegro helmets, each marked with a serial number relating to a specific kilometre of the Tour de France route.
A proven warm weather helmet
Beyond its Tour de France route number graphics, this 3328 Valegro remains true to the design that debuted in 2017.
With 37 vent ports, it has become a favourite helmet for riders on the warmest Tour de France days.
The Valegro has a stellar Tour de France win pedigree, having been ridden by some of the best Team Sky riders. Chris Froome won his 2017 Tour de France title, wearing one. While Geraint Thomas and Egan Bernal, followed with victories in 2018 and 2019, also using the Kask Valegro.