Basic-Fit 2026 Activating Campaigns & Sponsorships
An endless cycling runner for the Tour de France
Basic-Fit is an official partner of the Tour de France, and for a brand built entirely on movement, the biggest bike race in the world is the perfect stage. The catch is that watching the Tour is a spectator sport. Basic-Fit wanted to turn the fans on the sofa into riders in the saddle, on the phone already in their hand.
01
Basic-Fit wanted its Tour de France partnership to do more than put its name on the barriers. The goals were clear: lift brand preference, bring existing members back to the club more often, and welcome new audiences to the brand.
That is exactly what our campaign and sponsorship activations are built for: taking a sponsorship moment fans already love and giving them a reason to play with it, not just watch it go by.
02
Ride to Glory is a browser-based cycling runner. Fans swipe to weave through the field, dodge crashes and road blocks, grab power-ups and collect Tour de France coins, riding through vineyards, mountain passes and packed city finishes.
It runs straight in the browser on mobile, so there is nothing to download: one tap from a banner, a post or a QR code drops a fan into the race. Building it mobile-first kept it fast and playable wherever fans meet the Tour.
Riding a Tour de France stage in the Basic-Fit peloton
03
The further a fan rides, the more teammates they pull into their slipstream, building a full peloton behind a Basic-Fit support car. A shared leaderboard turns every ride into a contest, and the game lives in three places at once: as a web game, deep-linked inside the Basic-Fit app, and on tablets in the Tour de France fan park.
Attractor screens pull passers-by onto the fan-park tablets, and anti-cheat mechanics keep one leaderboard fair across digital and physical players, so a ride at the fan park counts alongside a ride at home.
The screens
Ride to Glory, playable in the browser and inside the Basic-Fit app.
Published Updated
Let’s talk.
