L'Étape Sun Moon Lake

L'Étape Sun Moon Lake, presented by Nutrilite, is an A.S.O.-certified international cycling event under the official Tour de France series. Its debut edition in 2024 drew 2,600 riders from 25+ countries, making it one of Asia's most important cycling events. The route runs through Sun Moon Lake's Xiangshan Visitor Center and links up with the Sun Moon Lake bikeway, named one of the world's most beautiful cycling routes by CNN, with the champion earning a spot at the following year's L'Étape World Championship.

The Tour de France's official series was landing in Taiwan for the first time, with no existing digital assets locally. The website would be the first gateway for riders worldwide to discover the event and register — it had to earn the professional trust of a world-class event in months, with registration conversion as its only scoreboard.

Pixelholic built the official event website: adapting the Tour de France visual guidelines for a localized presence, laying out event highlights, routes, and registration steps in one clear information architecture, and optimizing the registration flow for conversion — so international riders could trust fast and sign up smoothly. We also supported social channels with on-course footage and rider stories. The debut edition drew 2,600 riders from 25+ countries.