Romain Bardet back in the race: Michelin brand ambassador for the gravel segment

Michelin and the former French professional road cyclist Romain Bardet are entering into a partnership. The French tyre manufacturer has announced that Bardet will take on the role of brand ambassador for the Gravel-segment from Michelin. The Frenchman has been active almost exclusively in international gravel races such as the UCI Gravel World Series since the beginning of 2026. Bardet relies on tyres from the French manufacturer for his competitions. The collaboration ensures that Bardet's feedback from training and racing flows directly into the work of Michelin's technical teams.

Romain Bardet won in Australia

Romain Bardet contested his last road race in June 2025 at the Critérium du Dauphiné. Romain Bardet recently won a gravel race in Australia. He won the Radl Grvl for his new team Factor Racing. The four-time stage winner of the Grande Boucle covered the 127 kilometres in 3:30:07 hours. He was 54 seconds ahead of his first rival, the Australian Cameron Jones. The American Alexey Vermeulen (formerly Jumbo Visma 2016-2017) finished in third place, 1'42'' behind. He had already proven his talent for gravel racing at the end of last year by taking two victories in the World Cup. At the World Championships in the Netherlands in October 2025, however, he had to retire due to a flat tyre.

Critical review of professional cycling

In an interview in French with Eurosport, Romain Bardet described his 14 years in professional cycling as "life in a tunnel". "Professional cycling requires total dedication. Every decision, every meal, every sleep is subordinated to the sport: "It's like going through life with blinkers on, always focussed on the next goal, the next race," the Frenchman explains in the interview. This attitude is necessary to compete at the highest level, but also leads to a kind of isolation from normal life. Bardet talks about the psychological aspects of cycling, which are often overshadowed by physical performance: "The mental strain is enormous. You constantly live with pressure, with expectations - from the outside, but above all from yourself." His comments on the perception of time are particularly interesting: "The years fly by because you always live in the rhythm of the season. Suddenly you look back and wonder where the time has gone." In the final part of the interview, Bardet shares his thoughts on the development of cycling during his career. "The sport has changed fundamentally. When I started, it was a different game," explains the Frenchman. He talks about the increasing scientific nature of training, the professionalisation of all aspects and the changing nature of racing. "Today, it's full throttle from kilometre zero. The romantic notion of the breakaway that gets away has become rare."

Common regional roots

The partnership between Romain Bardet and Michelin is also based on shared regional roots. The French professional cyclist grew up in Auvergne and still lives in the region. The Michelin Group is also deeply rooted in Auvergne, where the company's headquarters are located in Clermont-Ferrand. Bardet is considered an icon of French cycling and an internationally renowned athlete. His greatest successes include four stage wins and two podium places in the Tour de France. Unfortunately, he was unable to fulfil his compatriots' dream of winning the French Tour.

Product development with Romain Bardet

The collaboration between Romain Bardet and Michelin is to be intensified from 2027. The tyre manufacturer plans to actively involve the Frenchman in the joint development of future gravel tyre series. Bardet's feedback from various racing conditions is already being incorporated into product development. Michelin hopes that his experience on different routes and terrains will provide valuable insights for improving its gravel tyres. Headquartered in Clermont-Ferrand, France, the company employs 129,800 people worldwide, 6,000 of whom work in research and development. Michelin operates 86 tyre manufacturing plants and 45 production facilities for high-tech materials.