Decathlon Takes the Cycling World by Storm with Van Rysel Partnership

As the final leg of the classic cycling season draws to a close with Liège-Bastogne-Liège, Decathlon, also known as the Aldi of sporting goods, has made waves in the cycling world through their partnership with Pro Tour team Decathlon AG2R. Their first foray into providing bicycles for spring classics has been deemed successful, with several top 10 finishes and Benoît Cosnefroy’s victory in Brabantse Pijl under their belt.

To showcase their strategic thinking behind this sponsorship, Decathlon invited journalists to a tent near the cobblestone section of Moulin-de-Vertain, just two days before Paris-Roubaix. It was there that they showcased their high-end racing bikes and welcomed professional cyclists from the Decathlon-AG2R team to demonstrate their appreciation for Van Rysel bicycles.

Oliver Naesen, a member of the team, praised the quality of Van Rysel’s racing bikes and explained what sets them apart. The secret lies in Decathlon’s investment in creating top-quality bicycles by leveraging their vast resources and partnerships with leading suppliers. This competitive advantage allows them to offer exceptional products across various sports, including tennis, football, and now cycling.

Nicolas Pierron, director of Van Rysel, emphasized Decathlon’s broader strategy of providing high-quality products across various sports. He noted that Van Rysel’s reputation for excellence should positively impact the entire Decathlon group. The success of Van Rysel’s bicycles has surpassed expectations due to high demand worldwide.

Decathlon’s history in professional cycling dates back to the late 1990s when they reentered the sport with the Decathlon-AG2R team after an absence. To maximize exposure for their riders and capitalize on global reach, they leverage social media extensively. Furthermore, they are exploring innovative safety solutions for cyclists such as airbags and protective gear alongside offering premium bicycles.

The design and development of Van Rysel’s professional bicycles took approximately three years using resources like Onera wind tunnel located adjacent to their headquarters for testing purposes. With Roubaix being a region steeped in cycling heritage