Here’s Peter Sagan naked in a shower; you’re welcome

Shower maker Hansgrohe teases racy new campaign

Shower maker Hansgrohe, sponsor of WorldTour team Bora-Hansgrohe, is teasing a new ad campaign that reveals quite a lot of Peter Sagan and his teammates.


The press release announcing the campaign reads as follows:

“Less than a month before the launch of the 2018 Tour de France, hansgrohe presents its campaign: ‘Your daily dose of energy’, in which champions are showcased in an original and unprecedented way.

“Peter Sagan, sole ambassador of the 2017 campaign, will be joined by three riders from the BORA-hansgrohe cycling team: the young Italian Davide Formolo, the German National Champion Marcus Burghardt, and Rafal Majka, former King of the Mountains in the Tour de France.

“In a communication campaign, riders are seen enjoying a fresh shower, as they usually do after an intense athletic competition.”

In the world of pro cycling sponsorships, this is totally normal

Better yet, the brand will be making “a (very) limited edition of a ‘Peter Sagan’ hand shower, engraved with the logo and name of the triple World Champion”. The perfect gift for Father’s Day?

Hansgrohe has form with this kind of thing, having filmed Sagan in the shower just last year

In the world of pro cycling sponsorships, Hansgrohe’s antics aren’t even all that outlandish. In past years we’ve seen Lycra-clad pros pillow fighting like kids on a sleepover and Ivan Basso and Vincenzo Nibali literally cooking up a pair of Sidis.


Pro cycling is weird.