In the world of MTB, Tomas Lemoine is known for his unique personality and incredible all-round skills across different disciplines. A contest focused rider, he’s felt the impact of travel restrictions during 2021 as part of the Covid pandemic. Nonetheless, he has had a very fruitful year.
CONTESTS – Nothing will ever stand in the way of Tomas Lemoine’s Crankworx objectives
Having already finished on the overall podium of the King of Crankworx classification several times in the past, taking the win is one of Tomas Lemoine’s main goals. With 3 events set to go ahead on 3 different continents in 2021, the Covid pandemic cast a spell of uncertainty as to which of these would go ahead, and which riders would be able to attend.
The season started in June in Innsbruck, Austria, with all the best riders in the world managing to gather for an amazing show which even included a small crowd on finals day. Innsbruck turned out to be a great start to Tomas’ season, with a silver medal on the Pump Track and a gold on the Speed & Style. He then placed 9th on the Slopestyle, putting him at the top of the provisional King of Crankworx classification.
Unfortunately, Tomas tested positive for Covid shortly after that, which ruled him out of a maiden participation at Red Bull Hardline and, most importantly, made it impossible for him to enter Canada for the 2nd Crankworx event, taking place in British Columbia. This effectively ended his run for King of Crankworx 2021 and the bad luck did not stop there as he also had to go through minor knee surgery following an injury.
Nonetheless, Tomas quickly got over his disappointment at the start of the very last Crankworx event of the year in Rotorua, grabbing podiums in both Pump Track and Speed & Style once again. Putting down a good Slopestyle run with a convalescent knee was a challenge, but Tomas pulled it off to grab a 5th spot as a conclusion to his season. All in all, he finished 4th of the King of Crankworx 2021 classification and won 4 medals along the way.
CONTENT & PR – Youtube content creation, wide media placements and video projects
2021 has been a year full of great new projects for Tomas. After meeting in the winter of 2020 to discuss content and contest plans with RASOULUTION, he started creating Vlogs and promoting them on a branded YouTube channel. Those generated thousands of views and created value for all his partners, both in terms of visibility and content creation. RASOULUTION implemented a strategy to share activation assets for Tomas, ensuring partners had content at their fingertips all year long.
Tomas is one of the biggest stars of French MTB and during the off-season we established contacts with the n°1 sports media in France, L’Equipe, to establish a ‘journal’ style of article written by Tomas on their website. Two of those articles were coordinated and published around Crankworx Innsbruck and Rotorua, bringing visibility for Tomas, his partners and promoting MTB Slopestyle to a very wide and more mainstream audience.
Later in November, Tomas and one his partners will release their biggest video project to date, stay tuned!
PARTNERSHIPS – A French top MTBer and a French top tire brand, a perfect fit
For a multi discipline rider such as Tomas, the range of tires available for use must be as wide as possible while still providing good riding quality. Finding a partner that will combine both characteristics is not always easy. Combining this challenging requirement with Tomas’ French identity, we identified Michelin as a perfect fit for him. Since the beginning of the year, he has been riding Michelin tires across all disciplines and all bikes, bringing him great satisfaction and providing the French brand with an amazing visibility platform on the MTB scene.
Header Picture: RASOULUTION / Richard Bos