Then he drew the Roubaix that everyone recognizes: “The Hell of the North is not just a race, it is a test of will. The mud, the cobblestones, the chaos. What matters is who you are when everything gets difficult. Go do something great, enter history. Everyone is watching you, and it is no coincidence.” Great phrases for a day that is decided by beating your legs.
Behind the praise there is also business. LeBron has been part of Canyon’s shareholders since 2022, with about 4% acquired for about 30 million euros. The German brand, which rides Van der Poel’s Alpecin-Deceuninck, expanded its focus on the United States after its entry. And the message made it clear: “Looks like the team also had fun with the new Canyon bike. Be cool, guys, and we’ll see you soon.”
Advertising that enters the scene
It is not a specific crossing. In 2024, LeBron and Van der Poel shared a plane in a signature campaign. The loudspeaker turns on again just before the pulse that the platoon is waiting for. This Sunday, eyes go face to face between Van der Poel and Tadej Pogacar on the pavé sections, with the Dutchman looking to secure a fourth victory that would put him on par with Roger de Vlaeminck in a race that does not understand favors, only resistance and character.
