The high-profile Tour jersey was recently launched under the name The Masterpiece, and was the inspiration behind the opening of the mobile store. "The Ride-Up Shop concept is a wonderful follow-up to the launch of our unique Masterpiece shirt,” says Richard Plugge, general manager of Team Jumbo-Visma. “When two traditional Dutch cycling brands decide to open a store to bring the shirt and our roots to the attention of the Danish public, there’s really only one option possible: a cycling store."

Tour shirt inspired by Dutch Masters

In terms of theme and design, the shirt is inspired by the works of three Dutch Masters: Vincent van Gogh, Rembrandt van Rijn and Johannes Vermeer. This shirt and the Tour start in the cycling capital of Europe, as Copenhagen is known, make this the perfect moment for AGU and Team Jumbo-Visma to present themselves to Danish cycling enthusiasts. "The Tour start in Copenhagen comes at an ideal time for us, given that we entered the Danish market earlier this year,” says Björn Jeurissen, CEO of AGU. “The opening of the Masterpiece Ride-Up Shop ensures that we can once again tell our story through the Masterpiece shirt and showcase our brand to bike-loving Danes."

Follow the shop in real-time

On Thursday June 30, between 09.00 and 18.00, the Masterpiece Ride-Up Shop will follow a fixed route through Copenhagen. But it's already possible to visit the shop on Wednesday. The exact location of the store can be found in real-time via www.rideupshop.com. The most important product on display is naturally the Masterpiece shirt itself, but other accessories (such as gloves and caps) from the Masterpiece collection are also available at a discount.