”Women are not physically capable of completing 21 stages,” said in 2015 the head of the UCI, the world governing body of cycling.
Well, thirteen women set out to prove him wrong. Supported by SKODA, they cycled all 21 stages, all 3,351km, one day ahead of the men.
Here's the case study:
A TV ad aired during ITV's coverage of the Tour de France. The project was also seeded with a print campaign on the Telegraph supporting gender equality in cycling.
