Overview

• On July 24, James & Ella’s Instagram posted a photo of golden retrievers Mabel and Isla on stage 18 of the Tour de France near the Col de la Loze summit.
• The dogs were shown about 1 km from Courchevel’s Col de la Loze summit as professional riders rode past on the race route.
• The update was shared from the James & Ella business account to demonstrate his strategy of merging personal adventures with brand promotion.
• The outing continues his family’s tradition of incorporating active pursuits into vacations, a practice he shares with his sister, the Princess of Wales.
• It also underscores the brand’s origins in his 2024 memoir Meet Ella, which chronicled the role of his dog in his mental-health journey and introduced him to Alizée Thevenet.