Every year, the Tour de France drags an uncomfortable tradition: dozens of penises are scribbled in the asphalt by the spectators along the route. Normally erased by the organization before the cameras capture them, this year those drawings have been intervened and converted into messages of support to the female cycling Thanks to a Škoda and FCB London campaign.

The action, which has been activated during stage 19 of the Male Tour, consists of transforming these graffiti into enlightened pieces that celebrate cycling and call attention to the Tour de France Femmes Avec Zwift, the women’s career that is celebrated from July 26 to August 3. The interventions have been carried out by Illustrators Céline Dormeau and Erin Aniker, who have reinterpreted the drawings with a creative and feminist look.

Each intervention includes the official hashtag #Watchthefemmeswith the aim of encouraging the Global Audience of the Tour – according to data shared in the campaign statement, exceeds 3.5 billion accumulated spectators – to also follow the female competition.

“This year we celebrate our 130th anniversary and our commitment to cycling is more alive than ever”has declared Meredith Kelly, global marketing director at Škoda. “Supporting the Tour de France Femmes for the fourth consecutive year is an opportunity to make visible women’s sport, and transform a usual problem into a promotion platform with purpose. ”

Artistic intervention has been carried out from an assistance vehicle specially created for action, which adds to the more than 220 electric and hybrid cars that Škoda provides as part of its Sponsorship of both competitions. The campaign has also had the support of the PHD Media Agency and the Global Street Art.

“Upon discovering the amount of graffiti of this type that appear every year, we saw an opportunity to act with creativity and turn them into a relevant conversation”explained Owen Lee, Chief Creative Officer in FCB London. “We want more people to know and follow the female tour, and this is a way of breaking silence with unexpected action.”

The Tour de France Femmes Avec Zwift 2025 brings together 22 teams and more than 150 cyclists, which will tour 1,165 kilometers along nine stages between the towns of Vannes and Châtel. The race seeks to consolidate as one of the great quotes of world cycling and claim the role of women in a sport historically dominated by men.