Tiktok Cycling Race

Since 2023, through our media outlet velopack., we have been supporting TikTok in telling the story of cycling differently, with an editorial approach rooted in bike culture and digital communities. In 2025, this collaboration reaches a new milestone with the TikTok Cycling Race, organized on the sidelines of the 2025 Tour de France. Velopack becomes a media partner for the event, positioned at the heart of an activation blending sport, content creators, and social media platform. For this edition, we did not organize the race, instead, we conceived and designed the entirety of the official kits. Two teams, 22 content creators, and a real Tour stage: a unique creative platform for a hybrid activation sitting between sporting event and digital storytelling. We developed two distinctive jerseys, designed to perform on the road while embodying a strong identity on screen: a retro jersey paying homage to the footpack universe, and a pop culture jersey inspired by TikTok's DNA. Beyond textile design, velopack embedded within the teams to produce immersive content throughout the adventure. The goal: to convey a demanding yet accessible cycling culture, as close as possible to one of the world's greatest sporting events. An activation that illustrates the convergence of media, creation, and digital storytelling within the sports marketing ecosystem.