PSG’s We Ride Paris Cycling Challenge Draws Over 173,000 Participants.

Roger Hampel

Image: Paris Saint-Germain

Paris Saint-Germain’s We Ride Paris cycling initiative attracted more than 173,000 participants between August 18 and September 13, combining a mass digital challenge on Zwift with a final activation at the Parc des Princes.

The project was developed with Groupama-FDJ UNITED and a group of cycling and connected-fitness brands including FDJ UNITED, WHOOP, Zwift and Wilier Triestina.

Participants were challenged to complete 16.4 kilometres, either on a virtual Zwift course through the streets of Paris or on the road.

173,000 Participants Across Digital and Physical Challenge PSG

We Ride Paris used Zwift to create a digital version of the challenge that could be completed remotely, while allowing participants to cover the same distance outdoors.

The format gave PSG an activation outside its core football audience while bringing together companies operating across professional cycling, connected fitness, digital training and bicycle manufacturing.

Following the challenge, a group of participants was selected by draw to attend a final event at the Parc des Princes.

The activation included a collective Zwift session beside the pitch with Groupama-FDJ UNITED riders Valentin Madouas, an Olympic silver medallist, and Thibaud Gruel. Luc Steins of Paris Saint-Germain Handball, a three-time French league MVP and cycling enthusiast, also participated.

Image: Paris Saint-Germain

PSG Brings Multiple Sports and Technology Brands Into One Activation

The project involved several partners with distinct roles across the cycling ecosystem.

Groupama-FDJ UNITED provided the professional cycling component, while Zwift supplied the virtual cycling environment. WHOOP operates in connected fitness and performance tracking, and Wilier Triestina is an Italian bicycle manufacturer. FDJ UNITED was also involved in the initiative.

The result was a campaign combining PSG’s brand and stadium assets with a participation-based digital format accessible outside Paris.

Wilier Bikes to Be Auctioned for Charity

The initiative also includes a fundraising component.

Special Wilier bicycles created for We Ride Paris, featuring designs by Spanish artist Edgar Plans, will be auctioned in support of PSG For Communities, through its endowment fund, and the Xana Foundation.

The auction extends the campaign beyond the four-week participation period, while the Parc des Princes finale provided a physical conclusion to an initiative primarily designed to operate at scale through digital participation.

For PSG, the reported 173,000-plus participants provide the clearest measure of the activation’s reach, demonstrating how a club property can use connected fitness to extend an event beyond its stadium and traditional matchday environment.