Specialized opened a cool pop-up store in Dusseldorf to launch its new bike at the Tour de France
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DÜSSELDORF, Germany - Specialized, a leading American cycling brand, opened a pop-up store at the Tour de France on Friday to launch its newest high-end road bike, the Tarmac.
There was a DJ, hors d'oeuvres and bubbly, and plenty of bikes and gear, all helping to set the stage, and the mood, for the world's biggest bicycle race.
Check out the photos below.
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