Global sports, music and entertainment business Wasserman has partnered with Decathlon’s performance cycling brand, VAN RYSEL to deliver an immersive brand experience for the world’s most prestigious cycling race.
From 30 June to 9 July 2025, VAN RYSEL welcomed visitors to a traditional Flemish estaminet (a small café), reimagined and transformed into the ‘House of Cycling Dreams’, a multi-experience hub.
As part of this activation, the cycling brand built a ‘Dream Jersey Workshop’, offering fans the opportunity to design their own custom VAN RYSEL jersey. Alongside that, VAN RYSEL hosted a city-wide treasure hunt in the brand’s hometown of Lille and created a Bike Repair station where visitors could have their bikes checked and tuned for free.
“Partnering with VAN RYSEL for this project, for the most renowned cycling event globally, was incredible” said Gaëtan De Meulenaere, Account Director, Wasserman Benelux, “For Wasserman in Benelux, this marks a strategic milestone for the business, reinforcing our presence in the sports industry within the Benelux region and demonstrates our full 360° capabilities.”
Maxime Delabre, Marketing & Communications Director at VAN RYSEL, said, “We are delighted to have partnered with Wasserman to deliver the ‘House of Cycling Dreams’ pop- up. A space designed to ignite every road cyclist’s passion and celebrate the Grand Départ for the world’s largest race—right in the heart of Flanders, the most iconic land of road cycling, and in VAN RYSEL’s hometown, Lille.”
Hundreds of people passed through the space, from families, fans and cyclists to journalists, influencers, and strategic partners, making it one of the most memorable brand presences at the Grand Départ in Lille.
With this project, VAN RYSEL successfully translated its elite-level positioning into an accessible, tangible experience, rooted in both innovation and community. Wasserman helped shape and deliver the experience end-to-end: from creative development and production to on-site coordination.
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About Wasserman
Wasserman operates at the epicenter of sports, music and culture, serving talent, brands and properties on a global scale. Our brands and properties division works with iconic brands and rights holders, supporting business growth through all marketing disciplines. We’re a trusted partner to every major league, team and venue, building meaningful connections between brands, properties and fans.
Headquartered in Los Angeles, Wasserman’s presence spans 28 countries and more than 70 cities, including New York, London, Abu Dhabi, Amsterdam, Hong Kong, Madrid, Mexico City, Toronto, Paris and Sydney. For more information, please visit www.teamwass.com.
