Skoda #ThisIsOurTime – A feminist revolt against gender biases in the world of cycling
Skoda has a unique lineage that has cycling in its DNA. Before being the automobile manufacturer that we presently know the company to be, Skoda Auto started in the early 1890s by manufacturing bicycles. The company still has a special place in its heart for cycling enthusiasts and continues to peddle the passion with its unique cycling magazine along with other initiatives. In a recent campaign called Skoda #ThisIsOurTime, brand embodied the sentiment that cycling has no gender.
Tour De France happens every year in the month of July, but women are not an official part of this grand event. Back in the 80s, women officially participated in the race for 6 years, but the event was shut down because it was stated that female participation in the race was not in sync with the expected numbers. Ever since the dissolution of the women’s Tour De France, the organizers have not commented much on the possible revival of the event.
However, this didn’t stop Claire Floret from starting the Donnons des Elles au Vélo; a unique initiative that gives female riders the chance to take on the 3,351 km route of the official Tour De France. In the event’s first rendition, Claire completed the entirety of the event alongside two other cyclists. Every year since then, the event has grown in scale, and 2018’s rendition of the race witnessed 13 fearless female riders undertaking all 21 stages of the official race. Donnons des Elles au Vélo not only helps in bringing together female riders from different walks of life, but it also acts as a protest against the absence of an official women’s Tour De France.
Skoda supported the 13-women team throughout the event, and also published about it in its cycling online magazine, www.welovecycling.com. The automobile manufactured also urged the general public to support equality in the world of cycling. We believe that this initiative sheds light upon an important aspect that the cycling community needs to know about. Women are no less than men in the world of cycling and deserve a Tour De France of their own. We look forward to witnessing a just end to this revolutionary cause.
Tags:
Female Cyclist, Skoda, Automobile, Skoda #ThisIsOurTime, Skoda Ads, Gender equality, Tour De France, Best Outdoor Advertising Campaigns, Best Outdoor Ads, Awareness Ads, Gender Bias, Skoda This Is Our Time
