The Speed Queen Lara Defour: strength, speed and character

For Lara, the past year has been all about progress, resilience and pushing boundaries. That evolution fits seamlessly with what we stand for as an organisation.

With the Dwars door Vlaanderen in full swing and the Tour of Flanders on the horizon, everything once again revolves around strength, speed and perseverance. These are precisely the qualities that are central to our partnership with Lara Defour.

👉 Read our previous article here: https://www.ldlnv.be/en/news-single-article/the-speed-queen-lara-defour-strenght-speed-and-character

From growth to identity

For Lara, the past year has been all about progress, resilience and pushing boundaries. That evolution fits seamlessly with what we stand for as an organisation.

This year, we’re taking it a step further. From growth to identity.

Lara is our Speed Queen

In this new chapter, we’re linking Lara directly to one of our strongest brands: Speed Queen. This is no coincidence. Speed Queen stands for strength, durability and top performance under pressure. Exactly the same qualities that characterise Lara both on and off the bike. That’s why we chose to position her literally as our “Speed Queen”.

No coincidence. No added layer, but one strong and recognisable story.

Proving her worth on the track

Last season, Lara proved on the track that she doesn’t just hold that role symbolically, but actually lives up to it.

With victories in Beernem and Timisoara (Romania), she firmly put herself on the map, the latter marking her first UCI victory at professional level. She also had a strong and consistent winter, finishing 12th in Otegem and securing 12 top-20 finishes in UCI races, including four top-10 finishes.

Results that perfectly highlight what Lara stands for: strength, speed and consistency under pressure.

Ready for the spring

As the peloton gears up for the Flemish classics, we are ready to support Lara once again on her journey. With the same drive, the same ambition and, this year more than ever, with a clear identity.

Met dezelfde drive, met dezelfde ambitie en dit jaar, meer dan ooit, met een duidelijke identiteit.

Lara Defour is our Speed Queen.