The Licensing Book

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Le Tour de France Bikes to Launch in March

While the Tour de France continues to battle obstacles in the race, the brand remains strong at retail. World Wide Cycle Supply has developed a comprehensive line of bicycles for kids and adults that launched in August in Europe and at Inter-Bike in September in the U.S. The negative publicity surrounding scandals in cycling has not affected the brand at retail, according to Michelle Alfandari, president of MODA International, because the efforts to ensure a clean competition have underlined the brand’s commitment to fairness.

“The publicity around the event has only raised its profile in the U.S., and there is a level of respect for the organization that wants to ensure the best form of competition.” says Alfandari. “Almost every sport is facing some sort of scrutiny these days. We have not had any negative response whatsoever.”

Reprinted with permission of the publisher.  The Licensing Book, November/December 2007 issue, Adventure Publishing Group and Total Licensing Ltd.

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