DESCRIPTION: A two-week event which followed the Tour Du Pont Bicycle Race. This Tour Du France style series featured world-class cyclists.

PARAMETERS: A twenty-four foot refrigerated product truck plus a crew van were adorned with All Sport logos carrying the set-up for a sampling initiative at the start of each leg of the race. A dedicated team trained by MSP worked with local distributors to facilitate product fulfillment and introduce multiple All Sport flavors via whole bottle sampling.

PROMOTIONAL IMPACT: All Sport was presented to live event participants, television viewers and thousands of fans.