Canyon SRAM launches We Femmes campaign for 2026 Tour de France Femmes

Canyon SRAM has introduced the "We Femmes" initiative, aimed at increasing female participation in cycling. The program pledges to organise free, no‑drop rides that invite existing cyclists to bring a woman who does not yet ride, targeting at least 1,000 new female riders each year for the next ten years. Participation figures will be reported annually.

The initiative will debut publicly during the 2026 Tour de France Femmes, which starts on 1 August in Lausanne and finishes on 9 August in Nice. Canyon SRAM will race in a special "We Femmes" jersey supplied by the Cologne‑based sportswear brand Ryzon, while the tour is also sponsored by the virtual training platform Zwift. The movement is positioned as a community‑driven effort rather than a traditional advertising campaign, with accompanying rides, watch parties, workshops and cheer zones planned around the race.

Team veterans such as Tiffany Cromwell highlighted the growth of women's cycling, and the programme builds on the team's recent success, including Kasia Niewiadoma‑Phinney’s 2024 Tour de France Femmes victory.