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Press Releases | 23.06.2021

BORA – hansgrohe’s Tour de France kit celebrates X BO, the "next big step" from BORA, and 120 years of Hansgrohe

While BORA will be presenting a new product in the form of X BO in time for the start of the Tour, Hansgrohe is celebrating the company's 120th anniversary. Its founder - Hans Grohe – was always to be seen with a cheeky moustache, an inspiration for the whole team at the Tour de France.

"We are delighted that our team is supporting us and wearing our revolutionary new Flex oven, BORA X BO, on their jerseys throughout France and all the way to Paris. We are very proud of X BO, which brings a new comfort of cooking into the kitchen. We wish the team surrounding captains Peter Sagan and Wilco Kelderman all the best, and hope that they will be able to achieve sporting success with X BO. Our fingers are crossed." - Willi Bruckbauer, CEO BORA

"We are proud of the long history of our group of companies. As the hansgrohe brand, we are delighted to create a new arena for this special anniversary with the 120th anniversary jersey and related sponsorship activities. We will be cheering along at the Tour and wish the pros every success." - Marc André Palm, Head of Global Brand Marketing at hansgrohe

"We always take the challenges in designing special edition jerseys as an occasion to create something cool and have fun while we’re doing it. It's never only about a jersey, rather it's always about a complete communication project. This time the chance was rich and the brief clear. Working on the design and creating the story was great. We are really happy that we contributed to celebrating our co-sponsors with this project." - Alessio Cremonese, CEO Manifattura Valcismon

"I am very pleased that this year, our Tour de France Jersey has not only a new design, but also one with a story behind it. With Hansgrohe, we’re celebrating their 120th anniversary, and BORA is introducing a new product on the occasion of the start of the Tour. We’re looking forward to that almost as much as the opening stage.” – Ralph Denk, Team Manager


BORA X BO – The new comfort of cooking

There are only a few more days left until BORA reveals the secret surrounding BORA X BO. On 25 June 2021 at 20:00 (CET), the new comfort of cooking will be presented and another milestone at BORA will be reached. You can follow the product premiere via Youtube. Available on 25/06 at 20:00 here: or here: 


Setting the beat of water. Since 1901

With the slogan, "Setting the beat of water. Since 1901." the premium brand of the Hansgrohe Group, hansgrohe, is highlighting its leading role in the areas of innovation, design and quality in the bathroom and kitchen industry, as part of its anniversary campaign, the #hansfactor. Innovation-driven projects and a love of tinkering and discovery have been deeply embedded within the company and its product DNA for over 120 years. Never losing curiosity and always questioning the status quo, yet acting responsibly and placing people at the centre - that's what the #hansfactor stands for.


Introducing the Sportful BORA - hansgrohe Tour de France kit: much more than just a game

The brief from the Team was clear: let’s celebrate our friends at Hansgrohe and their 120th birthday. And we started to think.

The result? A retro looking jersey with our favorite color in the Sportful palette, inspired by chess.

Because the Tour de France - like chess - is much more than just a game.

The Launch Video: 

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