Technical cycling brand Santini has announced an exclusive collaboration with VIA in London.
During the 2024 Tour de France, VIA will host a dedicated Santini corner, complete with themed window displays and numerous activations for the public.
The store will offer its customers a unique selection of Santini collections, including new designs inspired by the Tour de France. The Bergamo-based company’s corner will feature a range of technical garments, allowing cycling enthusiasts to find a new outfit for their rides.
For the duration of the 2024 Tour de France, VIA’s windows will be completely dedicated to Santini and the collection designed for the Grande Boucle.
“We are delighted to be working with VIA to celebrate the Tour de France 2024,” said Paola Santini, marketing manager at Santini Cycling.
“This partnership will allow us to get closer to London’s cycling enthusiasts and give them the opportunity to discover the quality and innovation of our products.”
In addition to the announcement, several in-store activities will be promoted to engage the public: from group rides to themed parties and competitions.
The collaboration will continue even after the Tour de France. VIA will maintain a Santini corner with a selection of road and gravel collections and special lines dedicated to events such as the Tour de France, UCI, L’Eroica.
Programme of events
Saturday, July 13 – Ride out from Via
Wednesday, July 10, to Monday, July 15 – VIA to run a weekly competition and announce the winner on the rest day
Friday, July 19 – Ride out from VIA à Gravel evening ride
Sunday, July 21 – Celebration offstage 21 – Nice stage party
Santini Cycling was born in 1965, thanks to Pietro Santini’s passion for cycling. Each of the brand’s garments, made in Italy, is the result of dedicated work by a team of cycling enthusiasts designers.
According to the brand, all Santini products are built on four core principles: perfect fit, exceptional performance, unbeatable comfort, and long-lasting durability.
