On the 100th anniversary of the Japanese biking institution’s creation, its European marketing director takes over a key part of the biggest cycling race in the world, writes Sean Russell
race in the world. Just mentioning the name of it conjures up images of mountains, and rolling fields, medieval castles, and the Champs-Élysées. It’s the yellow jersey, it’s heartbreak and glory and pain. And there is one brand that is just as synonymous with cycling as the Tour deDennis Weijers, the marketing director for Shimano Europe, started riding his BMX in his home country, the Netherlands, at the age of four.
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