Online bikes retailer Wiggle has launched its first pan-European TV ad campaign as it aims to appeal to cycling enthusiasts watching coverage of the Tour de France.

The ad is running on ITV4 in the UK and also Eurosport across Europe throughout the 23-day duration of the Tour de France.

The European version of the ad is translated into local languages.

Wiggle chief executive Humphrey Cobbold said advertising during the Tour de France is a must “if you want to be known in the world of cycling”. He claimed the ad communicates that Wiggle is a “showcase for the top brands”.