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Primal Wear, MapMyRide Partner for Le Tour

Published June 16, 2010

DENVER, CO (BRAIN)—Primal Wear has partnered with to design and provide jerseys for the upcoming 2010 Le Tour Challenge benefiting the American Diabetes Association (ADA) and powered by and Versus.

The 2010 Le Tour Challenge will run concurrently with the Tour de France, July 3 – 25, according to a press release. During The Challenge, cyclists anywhere in the world will be able to “virtually” compete against one another and the pros in the Tour de France peloton to potentially win Le Tour Challenge Yellow, Sprint, King of the Mountain, Time Trial, Red Rider, Youth and Top Fundraiser jerseys.

“Cycling awareness and enthusiasm always peaks during the Tour de France,” said Dave Edwards, founder and CEO of Primal Wear. “Partnering with is a great cross-promotional opportunity for both of us as much as it is a chance for us to continue supporting diabetes research.”

Using smart phone applications or GPS devices, cyclists of all abilities will be able to upload their ride information to where it will be converted into “virtual” finish times for that day’s Tour de France stage. The day’s stage jersey winners will be figured by comparing participants’ “virtual” times against one another and the times actually posted by the pros racing in France.

“Jerseys and the Tour de France are synonymous. You can’t have one without the other,” said Robin Thurston, CEO of MapMyFitness. “Primal Wear was a natural choice to be our jersey partner because it represents an authentic passion for the sport and has become one of the best recognized jersey brands in the world. Plus, Primal Wear is already an avid supporter of the ADA and provides jerseys for all of its events in North America.”

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