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To mark its 50th anniversary, Trek is unveiling a special livery that will accompany the Lidl-Trek teams on the roads of the 2026 Tour de France and the Tour de France Femmes. Named the First 50 ICON, this limited-edition Madone celebrates half a century of history while showcasing the brand’s ambitions for the next fifty years.
Source: Press Release
Special liveries have become a staple of the biggest cycling races. For its 50th anniversary, however, Trek is taking it a step further by introducing a bike that does more than just sport new colors. Through its design, the Madone SLR 9 AXS First 50 ICON tells the entire story of the American brand.
The riders of Lidl-Trek will thus take the start of the 2026 Tour de France and the Tour de France Femmes with this exclusive edition, designed as a true work of art. Its message is summed up by the anniversary campaign’s slogan: “Founded in 1976. Goal: 2076.”
A livery that traces fifty years of innovation
At first glance, the First 50 ICON captivates with its rich patterns. Upon closer inspection, each illustration takes on a specific meaning. The frame becomes a timeline tracing the major milestones in Trek’s history.
Notably featured are the famous Wisconsin barn where the company was founded in 1976, the brand’s founders, early technological innovations, the legendary Y-bike, commitments to sustainability, and support for youth cycling development through NICA.
“There are surprises all over the frame. Every graphic element represents something real that has shaped Trek and cycling. It’s a bike you can ride, but also a story you can explore,” explains Micah Moran, Trek’s art director and lead designer on the project.
To accompany this creation, Trek is also providing editorial content detailing the meaning behind each of the graphic elements featured on the bike.
From a Wisconsin Barn to the Global Peloton
Founded in 1976 in a former barn in Wisconsin, Trek quickly established itself as one of the major players in the cycling industry. Initially specializing in the handcrafted production of steel frames, the brand went on to embrace the sector’s major technological advancements, from the development of composite materials to breakthroughs in aerodynamics, not to mention mountain biking and suspension systems.
Today, Trek states its intention to go beyond simply manufacturing bicycles. The brand emphasizes a broader vision centered on growing cycling participation, reducing the industry’s environmental footprint, and promoting cycling as a mode of transportation.
The First 50 ICON embodies this dual identity: paying homage to the past while looking toward the future.
The Tour de France as a Global Showcase
By choosing the Tour de France to unveil this anniversary livery, Trek is taking center stage on the world’s biggest cycling stage. During the three-week race, hundreds of millions of television viewers will see this unique design worn by the Lidl-Trek teams in both the men’s Tour de France and the Tour de France Femmes.
Each stage will offer an opportunity to observe the many details that make up this anniversary design.
A limited edition down to the finest details
The First 50 ICON will be available exclusively on the Madone SLR 9 AXS, the top-of-the-line model in the Madone lineup.
This limited edition features numerous exclusive finishes, including an individually numbered frame, a special white-and-red saddle, red seat rails, Aeolus RSL wheels with custom graphics, and a Silca SuperPista Ultimate pump that matches the bike’s design.
Each bike is intended to be both a collector’s item and a machine designed for top-level competition.
A More Affordable “Replica” Version
At the same time, Trek is also launching the First 50 Replica, available on the Madone SL 7. This version incorporates the main design elements of the First 50 ICON to allow more enthusiasts to celebrate the brand’s 50th anniversary.
Trek celebrates its past… while looking toward 2076
With this anniversary edition, Trek doesn’t just want to celebrate its history. Above all, the brand aims to remind us that these first fifty years mark the starting point of a new phase in its development.
Having grown from a small artisanal workshop in Wisconsin into a global leader in cycling, Trek’s ambition remains unchanged today: to design the best possible bikes while contributing to the growth of cycling worldwide. A philosophy summed up by its anniversary slogan: “Founded in 1976. Goal: 2076.”
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