Larger Than the Tour Itself: Didi the Devil’s Powerful Brand
Speaking of personal branding, whose importance I wrote about yesterday, Berlin citizen Didi Senft has positioned himself as a mascot of Tour de France and has been a constant presence at the Tour over the past two decades.
Didi the Devil, as he calls himself, is always carrying a pitchfork and wearing a red costume and is now almost larger than the Tour itself. When he didn’t showed up on the 2012 Tour due to brain surgery (which he recovers well from), he was missed by the masses.
Who is this man and why is he doing this? 60 year old Didi claims it’s his love of cycling who makes him doing this. “I go to the Tour as a fan”, he says, according to an interview on Wiggle.com.
Back in Germany, The Devil runs a cycling museum in his home town Storkow near Berlin. He’s also built the biggest bike in the world – twice.
Learn more about Didi the Devil and his powerful brand in the infographic I made below. Please share it with others if you like it!