One of the most surprising announcements this summer was the arrival of a sports giant like Red Bull.
Red Bull’s entry into road cycling now seems set in stone. The Bora team has secured a new title sponsor, rebranding as Red Bull-Bora-Hansgrohe and presenting its new team kit design. The roster, built around Roglič, will wear the Red Bull-branded jersey for the first time at this year’s Tour de France.
The arrival of a powerhouse like Red Bull is one of the season’s biggest shocks. The energy drink brand has acquired a 51% stake in Bora-Hansgrohe, becoming the majority shareholder, signaling its determination to enter the last sporting domain it had yet to conquer. After significant success in Formula 1 and a presence in football and motorsport, the company announced earlier in the year its intentions to venture into road cycling.
The news sent shockwaves through the cycling world. Beyond individual sponsorships with stars like Van Aert or Tom Pidcock over the years, Red Bull made a bold move, using its resources to position the team as a major force in the peloton. While initially stating that it wouldn’t make big changes in its first year, the team’s kit and bike aesthetics have since evolved, predominantly to accommodate the Red Bull logo. Just days before the Tour de France began, the special edition kit and bikes were revealed. Sportful, responsible for designing and producing the team’s clothing, has been working on this for months to ensure the riders would be dressed in their new attire.
Now, the Red Bull-Bora-Hansgrohe team can proudly showcase the kit that Roglič and the rest of the squad will wear during the Tour de France, including a new helmet design. The team’s refreshed look also features a new helmet livery, reminiscent of those sponsored by Red Bull individually but with subtle differences: two Red Bull logos on the sides, paired with the brand’s signature blue, gray, and yellow hues.
The jersey design takes inspiration from F1 racing attire, dominated by a dark blue background with the Red Bull, Bora, and Hansgrohe logos placed prominently on the chest, sleeves, and collar. Following the tradition of placing sponsors there, the bib shorts match the jersey’s color and prominently display the Red Bull logo, while other team sponsors find their places elsewhere. The team bikes now sport a white base color with blue typography.
Before flying from Salzburg Airport to Florence, where the first stage of the 2024 Tour de France will take place, the team will receive their new kits. The anticipation for the cycling world is high as Red Bull makes its mark on the road cycling scene.
