The Pink jersey competition started in 1931, 22 years after the first Giro, but it immediately became the coveted symbol. The idea – that the leader of the general ranking, the man to beat - should wear the colours of the Gazzetta dello Sport newspaper – belongs to Armando Cougnet, the journalist who organised the Tour since it was founded. The first contender who wore the pink jersey (initially it was a heavy, woolen turtleneck) was Learco Guerra, the ‘human locomotive’ at the end of the first leg Milan-Mantua, and then in the same year Alfredo Binda and the winner, Francesco Camusso. In the history of the Giro, Eddy Merckx - not by chance called the ‘cannibal’ of cycling - collected the greatest number of them: as many as 78.
100x100 pink will be the colour of Enel, the official sponsor of the jersey, throughout the Tour. 100x100 environment, 100x100digital, 100x100 style. The colour pink will accompany all visitors and fans at our stand and stores.