Canyon-SRAM reveal colourful kit for Tour de France Femmes backing ambitious new 'We Femmes' campaign

Canyon-SRAM are the latest team to launch a special kit for the Tour de France Femmes avec Zwift, unveiling a characteristically colourful new look that supports the 'We Femmes' campaign.

Supported by brands including Canyon, Zwift and SRAM, plus Ryzon, who have designed and manufactured the kit, the We Femmes campaign intends to "galvanise the next era of women’s cycling" through events and activations to get more women on bikes and involved in the sport, kicking off with the Tour that starts on Saturday.

Canyon-SRAM's special-edition kit, which they will debut in Lausanne this weekend, features a lighter base and the team's signature abstract and colourful pattern, alongside the pink and yellow We Femmes logo emblazoned on the sleeves, back and chest.

The kits also feature each Tour rider's name on the back, below the We Femmes logo.

As one of the only teams in the WorldTour that doesn't have a corresponding men's team, Canyon-SRAM have been at the forefront of pushing women's cycling forward to stand on its own two feet. In 2024, they won the Tour de France with Kasia Niewiadoma-Phinney, and the team will now be heavily involved with the new outreach campaign.

"A new movement is launching. We Femmes. Backed by the riders and wider team at CANYON//SRAM, launched at the biggest stage in women's cycling, and championed by Canyon, SRAM, Zwift and Ryzon, amongst others. We Femmes is designed to elevate women’s cycling to new levels of popularity and participation. Its aim is substantial and its ambition is long-lasting: to galvanise the next era of women’s cycling," a press release from Canyon reads.

"It has one central idea, and it is deliberately the simplest one available: If you ride, bring a woman who doesn’t."

Image 1 of 3

Through the campaign, Canyon wants to bring "a minimum of 1,000 women a year to We Femmes rides and events, every year, for ten years," with rides launching this August and plans to expand into 2027 to "reach women who don’t currently see themselves in cycling at all."

"This is not intended to be an advertising campaign towards women. It is a chain of invitations between women. Behind almost everyone who started cycling is someone who has already been through it – We Femmes is built on that concept," Canyon said.

"Every We Femmes ride is open, free, and nobody gets dropped. It just asks you, as a rider, to do one thing: bring someone who doesn't. And next year, that new rider can bring someone else who doesn't.

"This goes far beyond wording on a jersey. We Femmes stands together with team partners like SRAM, Zwift and Ryzon, and highly successful movements, like Zwift's Watch the Femmes, to bring thousands of community-level riders into the sport."

The Tour de France Femmes kit marks the launch of the movement, with rides and watch parties planned for the race, followed by rides in European cities in August, led by Canyon-SRAM riders, plus focus groups and open sessions.

"Women’s cycling has developed in leaps and bounds since I first started racing. It has evolved from a largely male-dominated space into a sport where women have a much greater spotlight on the professional stage, giving us the opportunity to be seen and inspire others. At the same time, we’re seeing more initiatives that make cycling more welcoming at a community level, encouraging more women to get involved and creating a pathway towards the professional side of the sport," team rider Tiffany Cromwell said.

"CANYON//SRAM has been a trailblazer in this space alongside the team’s long-term partners, always looking for new ways to push boundaries and help grow women’s cycling from every angle. We Femmes is another step on that journey. It’s an exciting new idea, and I hope it encourages many more women into this beautiful sport as we work to strengthen cycling communities around the world."

Canyon has laid out the campaign's ambitions clearly, stating that "What we hear gets said, and we publish it, including the parts that are challenging" and that the brand plans to publish reports on We Femmes participation annually.

Support our unrivalled coverage of the Tour de France Femmes and women's cycling by subscribing to Cyclingnews. In return, you get unlimited access to high-quality journalism, with breaking news, race analysis, and expert insight from inside the women's peloton. Plus, the Cyclingnews app lets you follow the action wherever you go! Join today.