Stephen Roche L'Etape 87

The premier alpine cycling event of 2017



Event Design, Marketing and Production

To mark the 30th Anniversary of Stephen's landmark year, I led the design and production of this once-in-a-lifetime experience - "Stephen Roche L’Etape 87" - a three stage cycling event in the French Alps.

The event presented cycling enthusiasts an unique opportunity to be a part of cycling history as Stephen returned to ride some of the most iconic alpine climbs for the first time since winning the Tour de France in 1987.

From a business perspective, the event was used to further establish the new Stephen Roche "87" brand as well as developing the cycling events activities beyond the island of Mallorca.

A Cycling Legend

Stephen Roche is one of only two cyclists to ever achieve the Triple Crown of Cycling - he won the Giro d’Italia, Tour de France and World Championship in the same remarkable year, 1987. It is an achievement which has not been equaled since.


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