Get ready for a thrilling chapter in the world of cycling fashion! The EF Pro Cycling team has a new wardrobe, and it's a bold move that's got everyone talking.
The iconic Swiss brand, Assos, has stepped in as the team's new "technical apparel partner", signing a multi-year deal to kit out the men's, women's, and development squads. But here's where it gets controversial: will Assos be able to match the wild and wonderful designs that Rapha, their predecessor, brought to the peloton?
The pink jerseys and helmets, a signature look for EF Pro Cycling, are here to stay, paired with sleek black shorts. No argyle patterns in sight just yet, but Assos promises to "evoke a new, almost otherworldly energy" with their designs. It's an intriguing prospect, and one that has fans wondering if they'll be able to live up to Rapha's legacy.
The partnership announcement follows some recent sponsor shuffles. Assos had previously been associated with Tudor Pro Cycling, but it seems they've now moved on from that relationship. And this is the part most people miss: the press release hints at a shared belief between Assos and EF Pro Cycling that "the future of cycling is built by those who challenge convention." So, will we see EF Pro Cycling continuing to push boundaries and support their riders in unconventional races?
The supplied campaign images certainly suggest so, with 2024 Unbound Gravel winner Lachlan Morton taking center stage. And with the team's signature pink jerseys remaining, they'll still need an alternative kit for the Giro d'Italia to avoid clashing with the iconic Maglia Rosa. Will Assos deliver something as eye-catching as Rapha's limited-edition designs?
Team boss Jonathan Vaughters is confident, saying, "Assos has been leading the way for decades, and this partnership aims to create the fastest and best-looking kit in cycling." A bold statement indeed! But will it translate into equally bold designs?
For fans eager to emulate their cycling heroes, Assos has good news: a replica kit will be available for purchase. So, will you be donning the new EF Pro Cycling look? And what do you think of this partnership? Is it a match made in cycling heaven, or will it fall short of expectations? We'd love to hear your thoughts in the comments!
