Froome focuses on Y3llow

Dual and reigning Tour de France winner Chris Froome is once again "dreaming of yellow" in the lead-up to this year’s Tour de France.

Coming off the back of his third career victory, Froome is now setting his sights on his third yellow jersey. “I’m not at my best yet,” Froome said as a warning to all his rivals.

Helping Froome towards taking back-to-back titles at the world’s biggest bike race is the innovative Australian company Rhinomed. Froome, who has been an Ambassador for Rhinomed’s unique nasal breathing technology Turbine since early 2015, wears the nasal device in training and in competition.

The Y3llow campaign features a video production of Froome’s quest. As Froome outlines: “Y3llow represents all of the pain, sacrifice, and hard work over the years in chasing the dream. I’ve not raced much this year in order to be at my best during the third week of the Tour. The Turbine helps me concentrate on my breathing, so I can focus my energies and keep my head in the game.”

Optimising breathing efficiency is behind the design of the Turbine – a nasal dilator that helps increase the amount of air inhaled through the nose and also, the amount of exhaust air (CO2) you can expel. Importantly for Froome, who has suffered from exercise-induced asthma, Turbine helps to open up the airway to make breathing easier. The company has two products on the market, the Turbine for sports and exercise and Mute for snoring and better sleep. Rhinomed is also currently conducting a clinical trial of its new INPEAP technology targeting mild to moderate sleep apnoea.

“Winning two yellow jerseys puts Chris in the top echelon of athletes, let alone cyclists, and Turbine was very excited about being part of his 2015 winning strategy. The Y3llow campaign is about his journey for a third Tour title and we will do everything to provide the innovation and support required to maximise his efforts,” said Michael Johnson, CEO of Rhinomed, the developers of Turbine.

Froome, one of the world’s leading and most popular cyclists, won the Tour de France in 2015 and 2013 and has also won the Tour of Oman, the Tour de Romandie, second in the Vuelta a Espana, and Bronze in the 2012 Olympic Games Time Trial. Froome was also Velo Magazine International Cyclist of the Year in 2013.