On September 1, the 2014 Tour of China International Road Cycling Race (abbreviated as Tour of China) officially kicked off in Sichuan. A total of 144 professional cyclists from 22 global teams engaged in an exciting and intense race. As the strategic partner of this year's Tour of China, Maxxis also provided full support for the event, adding much excitement to this year's Tour of China.
Tour of China in Sichuan – Maxxis Provides Full Support
The "Tour of China" is a high-level international sporting event representing national prestige, approved by the Union Cycliste Internationale and the General Administration of Sport of China, and organized by the Cycling and Fencing Sports Management Center of the General Administration of Sport of China and the Chinese Cycling Association. Since its inception in 2010, it has been hosted in over 20 cities across 9 provinces and municipalities, attracting the attention of numerous professional cyclists worldwide. It is hailed as one of China’s four major branded sporting events, alongside the China Open tennis tournament, the F1 Chinese Grand Prix, and the China Open Snooker Championship.
On the day of the event, 22 teams from around the world set off in the rain from Guangwushan Dam in Nanjiang County, beginning their wheel-to-wheel competition. The winding and perilous "Devil’s Section" of Chenjiashan Mountain, coupled with the adverse rainy weather, added significant difficulty to the athletes’ competition, but it did not dampen the enthusiasm of either the riders or the spectators. The entire Dam scenic area was packed with people, and many nearby residents arrived at the starting point as early as 8 a.m. to cheer on the cyclists in the rain.
As the sole designated tire supplier for this Tour of China, Maxxis also offered tremendous support. Not only did it set up activity zones at the start and finish lines to provide on-site services, but to enrich the diversity and entertainment value of the Tour of China, Maxxis also held a health and charity event—the "Maxxis Plank Challenge"—at each stage. This invited attendees to challenge their own limits and attracted wide public participation. The event used a competitive and elimination format, with the top three winners having the chance to receive CST advanced sweatshirts, CST advanced bike tools or sports water bottles, or CST advanced tire levers or puncture repair kits.
Maxxis Bonds with Sports – Expanding Event Partnerships
Founded in Taiwan in 1967, Maxxis has grown into the ninth-largest tire company globally and the largest across the Greater China region. With five major R&D centers and 11 specialized production bases worldwide, its products are exported to 178 countries and regions. Backed by exceptional quality and a brand-new brand philosophy, Maxxis stood out among numerous competitors to become the sole designated tire supplier for the Tour of China.
Speaking about this collaboration with the Tour of China, a Maxxis China representative stated that it was not only a showcase of the strength of both parties, but also a result of highly aligned values. The nature of tires is to bear loads and move forward, which resonates perfectly with the fighting and enterprising spirit pursued by cyclists. Meanwhile, the cycling race embodies low-carbon, environmentally friendly, and safe travel concepts, which are in perfect harmony with Maxxis’ brand philosophy of "Focusing on Chinese Roads." Since entering mainland China in 1989, Maxxis has, for 25 years, been dedicated to studying Chinese road conditions and committed to providing high-quality tires to ensure the safety of customers’ travels.
It is understood that this is not Maxxis’ first foray into cycling events. Since 2013, Maxxis has been the sponsor of the Tour of Qinghai Lake International Road Cycling Race for two consecutive years. Beyond cycling competitions, Maxxis has also spared no effort in supporting various sports including marathons, table tennis, badminton, volleyball, sailing, football, and auto racing. In September 2014, Maxxis also became the title sponsor of China’s first celebrity billiards reality show, "Star Wars," which will premiere every Friday starting November 14, 2014, on Shandong Satellite TV. Eight regional billiards tournaments across the country will launch in sync with the show.