Science in Sport (SiS) sponsored the Tour de France, which led to the creation of the unforgettable ‘The Tour’ campaign. The campaign is aimed directly at endurance sport enthusiasts - those who go on 100-mile cycles on a Sunday morning, or “train for multiple marathons or triathlons a year” With the help of M&C Saatchi’s The Source, the agency and SiS found out that for most amateur endurance athletes, the thrill of training doesn’t come from winning a