Tour de France Femmes

Why is the Tour de France for men only?

Because you think women couldn’t do it?
Because women’s sports don’t matter?
Because no one will fund it?
Because no one would watch it?

UGH. And not one of those is true. And here’s the thing. The world of women’s cycling is incredible, and gaining traction. We knew it, Zwift knew it. And of course all the athletes knew it. Including the women who race their own made up Tour de France every year.

So when we heard the Tour de France Femmes was coming back in 2022 after a 30-year hiatus, under the lead of Julia Plowman we started an agency overnight, six women, working with Zwift on a campaign to mark a significant moment for women's cycling and amplify the shit out of it.

With limited media spend we went all in on a three word slogan. A call to action the world needed to hear. Something that would drive viewership, drive participation, and create a movement behind women’s cycling.

WATCH THE FEMMES

and for short, WTF