To launch Alpecin Grey Attack, a shampoo designed to fight grey hair, we developed a campaign featuring world champion Mathieu van der Poel. With Alpecin’s strong ties to professional cycling as a Tour de France sponsor and team owner of Deceuninck-Alpecin, the campaign draws a connection between persistence and performance in racing and in daily life. The message is simple and clear: We never give up - neither on the racing track nor in the fight against grey hair. This reflects Alpecin’s commitment to performance, both in cycling and in hair care.