As the pro women's peloton revved up for the 2023 Tour de France Femmes avec Zwift, we got the call to spark a movement in cycling culture and beyond. It wasn’t just about hyping Zwift’s sponsorship of the race—it was about spotlighting Zwift’s support for women cyclists everywhere.

The icon of this movement? A Zwift-branded cycling cap rocking our "Watch The Femmes" slogan.

We got these caps on the heads of hundreds of riders and influencers before the Grand Départ and asked them to share their cap-wearing selfies. And, oh, did they deliver.

The caps disappeared the moment we launched them in the Zwift store. Race buzz, fueled by our #WatchTheFemmes shoutouts, exploded to 74.4M views on social. A whopping 23.2M people tuned in across the race's eight epic stages.

And the best part? We're stoked to have played a part in inspiring the next generation of women cyclists, showing them the road ahead is full of possibilities.