Paul Smith bike for Mr Porter The timeliness of the Tour de France offer both Mr Porter and Harrods the perfect opportunity to engage consumers with their bicycling products.
Cycling connections When luxury brands link up with certain sports, shared values are emphasized.For example, British automaker Jaguar was taking its social media followers on a historic bike ride from the United Kingdom to France through the Eurotunnel.Jaguar partnered with Team Sky to cycle under the sea with 2013 Tour de France winner Chris Froome. The brand attempted to circle the ride back to itself and its consumers with the hashtag #KeepPushing, a concept that encourages Jaguar Land Rover and its enthusiasts to continue to push the limits of technology, experiences and goals (
see story).In this case, the connection between the sport and brands may be from the values, but they also stem from the location of the Tour de France and the products sold by brands.“Mr. Porter brings a unique narrative and broader understanding of cycling,” Mr. Ramey said. “It takes the sport and makes it an art.“Luxury brands and health possess a natural rhythm,” he said.“Mr. Porter, by covering cycling, tells its readers what is important to them. Matching values helps to create long term relationships.”
Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York 
