Lidl-Trek presented their new kit ahead of the Grand Départ of the Tour de France in Bilbao.
Lidl is the new sponsor of the American WorldTour team and the kit has the well-known colors red, yellow and blue of the supermarket chain that replaces the Segafredo coffee brand.
The new sponsorship will allow the team to grow and will also create a development team for 2024, building the team from scratch.
“Over the years, we’ve invested a lot in young riders who are developing at a high level,” general manager Luca Guercilena said. “Loyalty to the team has been fundamental to reaching our potential. That will never change.”
Mads Pedersen, Quinn Simmons, Mattias Skjelmose, Giulio Ciccone, Jasper Stuyven, Alex Kirsch, Juan Pedro Lopez and Tony Gallopin rode down the aisle of the supermarket to reveal the new colours.
— Lidl-Trek (@TrekSegafredo) June 28, 2023