A fan of cycling

The Dutch simply love cycling. They cycle to work, to school, to the shops or to the pub; in fact, anywhere that can be reached by bike. Cycling is for everyone, as is the Dutch retail chain HEMA. That’s why HEMA is a ‘Fan of Cycling’.

With the Tour de France around the corner, HEMA started a campaign. As well as a brand film, HEMA and the Jumbo-Visma Team introduced a limited edition collection of cycling shirts.

Nowhere is cycling as popular as it is here in the Netherlands. That’s why cycling is the main theme of our online brand film in which we let the Netherlands see and feel that HEMA is a ‘Fan of Cycling ’. And our partnership with the Jumbo-Visma Team is helping us to reinforce that fact.

— Daniel Heijne, Manager Sponsoring & Brand Activations HEMA

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