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I'm a creator
Self Initiated Case Study: Le Cœur
Le Cœur is a cycling-based brand that promotes anti-doping and is driven by the idea of a clean and fair sport. The name of the brand, which translates to "The Heart" in English, represents the passion and love for the sport of cycling that drives its founders and supporters.
The brand believes in promoting a culture of transparency, honesty, and integrity in cycling. It seeks to create awareness and education around the dangers and consequences of doping and the importance of fair play.
Le Cœur's unique approach to anti-doping advocacy is through a series of posters featuring convicted or suspected dopers, with the color and style of the cycling jersey they were wearing at the time of their offense. This approach serves as a reminder of the harm that doping does to the sport and to the athletes themselves.
In addition to its advocacy work, Le Cœur also produces high-quality cycling apparel and accessories. All of the products are made with environmentally sustainable materials, as the brand is committed to reducing its impact on the planet.
Overall, Le Cœur is a brand that stands for clean and fair cycling, while also promoting sustainability and environmental responsibility. Its unique and innovative approach to anti-doping advocacy has earned it a loyal following among cyclists who share its values.