Daniel McMahon/Business Insider
The Specialized pop-up store in Düsseldorf ahead of the Tour de France, on June 30, 2017.
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.