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The Masterpiece

The Masterpiece

The Dutch masters as inspiration for a unique Tour shirt


Strategy Creative concepting Copywriting Art direction Visual design Video production Media strategy PR strategy Social campaigning UX design UI design Web development Activation production


Bram Berkien Dirk Kremers Ovide PR RocketOne

The most talked about cycling jersey of all time?

In 2022, Team Jumbo-Visma once again had to wear a different outfit during the Tour de France, due to the similarities between its normal kit and the Tour yellow jersey. Another year, another golden opportunity! The team and clothing partner AGU wanted to emphasize Jumbo-Visma‘s Dutch roots. To reinforce this, we took inspiration from the Dutch masters, who also worked tirelessly to create something special. The result was a shirt designed by artificial intelligence, based on the works of Rembrandt, Van Gogh and Vermeer. It exceeded all expectations in terms of attention and sales at its launch.

Partners such as Jumbo, Škoda and Shimano followed the Masterpiece theme with their own campaigns. With the team competing in the Tour with this shirt and winning all the jerseys in an unprecedented way, the picture was complete. The Masterpiece entered into folklore, and the shirt became a worldwide symbol for the team’s remarkable sporting success.


European Sponsorship Award
European Sponsorship Award 2023
Sport Sponsorship < €1M
European Sponsorship Award
European Sponsorship Award 2023
Best use of PR outside soccer
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