Transforming Sponsorship into a Cultural Story
When the Tour de France 2025 began in Lille, the birthplace of Van Rysel, the brand, together with Wasserman Benelux, created The House of Cycling Dreams: a PR-led activation transforming a traditional Flemish estaminet into an immersive celebration of cycling culture, innovation, and emotion.
Van Rysel, Decathlon’s premium cycling brand, leveraged its partnership with Team Decathlon–AG2R La Mondiale to design a space where fans, media, and professionals could connect. Inside, guests experienced a Performance Showroom, a Dream Jersey contest judged by pro riders, and a mobile repair workshop all built to spark storytelling and earned media.
A dedicated press area positioned PR at the heart of the activation, hosting two press conferences, including the official one of Team Decathlon–AG2R La Mondiale, alongside media briefings and podcast recordings. The venue became a creative hub where journalists and influencers turned experience into authentic content.
Results spoke volumes: 354 posts, 3.2M impressions, 1.1M Reels plays, and an Earned Media Value of $158,200. Over 7,100 visitors from 37 nationalities attended in four days, engagement reached 2.7% on Instagram and 8.1% on TikTok, while 2,000 Decathlon employees joined internal activations.
Rooted in place and passion, The House of Cycling Dreams turned a sponsorship into a story proving that when PR leads, brands don’t just join culture, they create it.
