Sigr köpenhamn

Umeå-based Sigr takes inspiration from Tour de France

2017-08-17

On the 30th June, the Enterprise Europe Network (EEN) organised SportTechMatch 2017, an international B2B matchmaking event in Düsseldorf for the sport and innovation industry. The event, which attracted a broad range of participants, coincided with the Grand Départ of the Tour de France, the most important date in the cycling calendar.

The event was a chance to showcase the latest innovations in sport tech, and celebrated the tradition and history of cycling. Furthermore, it offered attendants the chance to to meet both researchers and companies with the hope of establishing new international partnerships.

Umeå-based cycling apparel brand Sigr was present, and on the lookout for new contacts and exciting trends. Sigr produces high-quality sports clothing in cooperation with the textile research laboratory at Umeå University. With over 100 particants at the event, Sigr was the only attendee from Sweden.


Fredrik Petrusson, Sigr co-founder and head of design, spoke of a successful trip and thanked Uminova Innovation and Enterprise Europe Network for their support.

“SportTechMatch was both useful and inspirational. The trip gave me the opportunity to observe the everyday cyclist in Dusseldorf, and to get a feel for the market. I also met the owner of a specialised shop in the centre of Dusseldorf who was really impressed with the quality of our products. Discussions are ongoing, and Sigr hopes to be distributing in Dusseldorf by next year.”

Jenny Ferry, co-founder, notes how the event inspired Sigr to get creative with their marketing.

“One of the biggest successes was our PR campaign: Tour De Sigr. Due to brand issues, there were limits on how we could use the Tour De France name and logo for promotion. Instead, we worked around it, and came up with Tour De Sigr, whereby we challenged our customers to ride the same distance as the Tour De France. We gave the contestants until the end of July, but they finished the distance within one week!”

Sigr now looks forward to their next big trip: Eurobike 2017, a massive international bicycle trade fair. The show will be held in Friedrichshafen, Germany, from 30 August to 2 September, concluding with a Festival Day featuring live music, races, parties and more. Sigr’s delegation will be financed by Uminova Innovation, and accompanied by Uminova business coach Göran Nilsson. Göran first attended Eurobike over 25 years ago, and says he is looking forward to seeing how much has changed. Eurobike 2017 will feature 1,400 exhibitors from 50 different countries, including 13 exhibitors from Sweden.


Text: Luke Insoll