ŠKODA TURNS GRAFFITI INTO SPOTLIGHT FOR WOMEN’S CYCLING

Škoda, Official Main Partner of the Tour de France, is transforming crude graffiti along the race route into artworks promoting the Tour de France Femmes avec Zwift. Partnering with illustrators Celine Dormeau and Erin Aniker, the campaign leverages global visibility to boost women’s cycling audiences through the playful #WatchTheFemmes initiative.a

As the Tour de France returns, Škoda has unveiled a bold campaign that tackles one of the race’s most persistent challenges: the crude graffiti that appears annually along the route. Instead of simply erasing the markings, the brand is turning them into striking artworks that promote the Tour de France Femmes avec Zwift, using the visibility of the men’s race to shine a spotlight on the women’s peloton.  

The initiative is deeply rooted in Škoda’s heritage. Founded as a bicycle manufacturer more than 130 years ago, the company has supported the Tour de France for over two decades and has been a partner of the Tour de France Femmes avec Zwift since its relaunch in 2022. For the second consecutive year, Škoda is harnessing the global reach of the men’s race to help grow audiences for women’s cycling.  

While the men’s Tour de France attracts more than 3.5 billion viewers worldwide, the women’s race reaches around 23 million. By transforming offensive graffiti into celebratory art, Škoda aims to bridge this gap and encourage fans to follow the women’s competition through the official hashtag #WatchTheFemmes.  

Traditionally, organisers deploy a specialist team known as the ‘Eraser Men’ to remove offensive graffiti before the race is broadcast. This year, Škoda has equipped them with stencils designed by French illustrator Celine Dormeau and London-based illustrator Erin Aniker. Their bold designs incorporate the original graffiti, turning it into vibrant imagery that celebrates women’s cycling.  

Meredith Kelly, Chief Marketing Officer of Škoda Auto, explained: “Škoda started as a bicycle brand and has a long history of supporting the cycling community. These stencils allow us to turn something negative into something positive, to help promote the women’s race and encourage more people to watch it.”  

The campaign will be visible throughout the Tour de France and broadcast to its global television audience, while also running across Instagram, TikTok and Facebook from 24 July. Supporting imagery will showcase how graffiti has been transformed into finished illustrations, alongside photography from last year’s campaign.  

By blending creativity with advocacy, Škoda and AMV BBDO are not only tackling a recurring nuisance but also using it as a platform to elevate women’s cycling, ensuring the Tour de France Femmes avec Zwift gains the visibility it deserves.