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The Ultimate PR Stunt: T-Rex Quick-Step Takes the Stage with a Dinosaur at Vuelta Team Presentation

Say goodbye to "The Wolfpack" and hello to "The Raptors." For the 2024 Vuelta a España, Soudal Quick-Step has pulled off a rebranding masterstroke, transforming into T-Rex Quick-Step. As the Vuelta kicks off this Saturday in Lisbon, expect to see Mikel Landa and his teammates roaring through the peloton as the "T-Rex Pack."

The buzz started at the team presentation for the Tour of Spain, where the eight riders made a dramatic entrance, accompanied by none other than a T-Rex. Yes, you read that right—a dinosaur. It was the kind of bold PR stunt that grabs headlines and cements a team’s identity in the minds of fans. Mikel Landa, now playfully dubbed "Landismosaurus Rex," was even seen petting the dinosaur before the presentation—perhaps to keep the prehistoric predator calm before the real action begins.

The rebranding of the Belgian team doesn’t stop at the name. Soudal Quick-Step will be sporting special edition Castelli jerseys featuring a roaring Tyrannosaurus Rex for the entirety of the three-week race. With cycling jerseys often looking so similar, this dino-themed design is sure to stand out in the peloton and become an iconic symbol of this year’s Vuelta.

But what’s the story behind this transformation? The title sponsor, Soudal, is an independent Belgian company known across Europe for its silicones, caulks, polyurethane foams, and adhesives. One of Soudal’s key product lines is T-Rex adhesives—powerful, durable products designed for heavy-duty construction and repair, celebrated for their strong adhesion. It’s not uncommon for cycling teams to rebrand occasionally to promote specific products, much like how Total Direct Energie became TotalEnergies in 2021. However, this T-Rex-themed makeover takes creativity to a new level.

Patrick Lefevere’s marketing team is clearly having a field day with this concept. “There will also be a dinosaur-related theme throughout the race, so keep your eyes peeled for our T-Rexes around the peloton,” a team statement teased. This isn’t just a temporary name change; it’s an immersive experience designed to capture the imagination of fans and bring visibility to Soudal’s T-Rex adhesives.

Mikel Landismosaurus Rex, fully embracing his new prehistoric persona, expressed his enthusiasm for the fresh look. “It is a really cool design. The dinosaur face is something very different from anything else in the peloton, and I think this is an iconic design that people will remember for a long time,” he said. “It is a great way to thank Soudal for their support and promote one of the brands that is very important to them, but we have done it in a stylish way that will catch a lot of attention.”

This rebrand is not just about a catchy new name or an eye-catching jersey. It’s a strategic move to bring the team closer together, much like the strong adhesion promised by Soudal’s T-Rex products. The hope is that this unity will translate into strong performances on the road, possibly leading to a top finish for Landismosaurus Rex.

One thing is certain: this bold and memorable rebranding will ensure that T-Rex Quick-Step, and their fierce new look, won’t be forgotten anytime soon. As the race progresses, fans and competitors alike will be keeping an eye out for the Raptors of the peloton, wondering what dinosaur-themed surprise they might unleash next.

Sources: Cycling News, Canadian Cycling Magazine, Het Nieuwsblad