Miche, a longstanding Italian bike manufacturer, aims to boost its market presence and brand perception by joining the WorldTour as the wheel sponsor for Groupama-FDJ. CEO Gregory Girard, who joined in 2024 after 15 years at Wilier Triestina, recognizes the importance of improving marketing strategies while upholding the company's tradition of in-house manufacturing since its founding in 1919. The collaboration with Groupama-FDJ marks a significant step in Miche's strategic growth, leveraging the visibility of WorldTour events to enhance its image and reach in the cycling community.
Miche aims to elevate its brand image and perceptions by joining the WorldTour, leveraging in-house manufacturing and long history.
The partnership with Groupama-FDJ will enhance visibility and marketing as they sponsor wheels and other components for three years.
CEO Gregory Girard highlights the necessity of improving Miche's profile post-acquisition while maintaining its manufacturing excellence and history.
The relationship with Wilier Triestina serves as a strategic foundation for Miche to expand its market presence.
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