{"id":387067,"date":"2026-01-02T15:13:25","date_gmt":"2026-01-02T15:13:25","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/387067\/"},"modified":"2026-01-02T15:13:25","modified_gmt":"2026-01-02T15:13:25","slug":"assos-signs-multi-year-deal-with-ef-pro-cycling-but-will-it-match-raphas-wild-kits","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/387067\/","title":{"rendered":"Assos signs multi-year deal with EF Pro Cycling \u2013 but will it match Rapha\u2019s wild kits?"},"content":{"rendered":"

Assos has been announced as the new \u201ctechnical apparel partner\u201d of EF Pro Cycling.<\/p>\n

The move sees the historic Swiss brand sign a \u201cmulti-year agreement\u201d to supply the men\u2019s, women\u2019s and development teams with cycling kit.<\/p>\n

The teams look set to retain their recognisable pink jerseys and helmets, which will be paired with black shorts. It seems there\u2019s no room for argyle with this first iteration, though.<\/p>\n

According to Assos, the design \u201cevolves EF Pro Cycling\u2019s unmistakable visual identity while introducing a new, almost other\u2011worldly energy to the peloton\u201d.<\/p>\n

Goodbye Tudor, hello EF
\n\"BikeAssos wants to bring an “other\u2011worldly energy” to the WorldTour in 2026. Jered Gruber & Ashley Gruber | Gruber Images<\/p>\n

The announcement follows news earlier this month that Assos would no longer be sponsoring Tudor Pro Cycling<\/a> \u2013 the Swiss UCI ProTeam headed up by former pro rider Fabian Cancellara.<\/p>\n

At the time, we reported that Assos had been \u201cpushed out\u201d by Italian brand Sportful, but it seems the Swiss brand may have jumped ship of its own accord.<\/p>\n

Although it\u2019s unclear whether the partnership will attempt to replicate the distinctive relationship EF Pro Cycling shared with its previous apparel sponsor, Rapha, the press release notes both brands share a belief that \u201cthe future of cycling is built by those prepared to challenge convention\u201d.<\/p>\n

This likely indicates EF Pro Cycling will continue to support its riders in entering alternative races and events, beyond the WorldTour.<\/p>\n

Indeed, the supplied campaign images put 2024 Unbound Gravel<\/a> winner Lachlan Morton<\/a> front and centre.<\/p>\n

\"LachlanWe still expect to see the team’s pink kit at plenty of events beyond the WorldTour. Jered Gruber & Ashley Gruber | Gruber Images<\/p>\n

The team continuing with its pink jerseys also means it will still need to produce an alternative kit for the Giro d\u2019Italia \u2013 so as not to clash with the race leader\u2019s Maglia Rosa<\/a>.<\/p>\n

In recent years, this has seen the team race in eye-catching, limited-edition kits from Rapha (and its occasional collaborators), but it remains to be seen whether Assos and EF will produce outlandish designs to rival 2020\u2019s Rapha and Palace Skateboards wild capsule collection<\/a>, for example.<\/p>\n

In any case, EF Pro Cycling team boss Jonathan Vaughters says: \u201cMy first pair of bibs were Assos, and they were a revelation. Decades later, they\u2019re still leading the way\u2026 This partnership is rooted in creating the fastest and best-looking kit in cycling.\u201d<\/p>\n

For fans looking to emulate their heroes, Assos says a replica kit will be available to purchase.<\/p>\n","protected":false},"excerpt":{"rendered":"Assos has been announced as the new \u201ctechnical apparel partner\u201d of EF Pro Cycling. The move sees the…\n","protected":false},"author":2,"featured_media":387068,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[569],"tags":[64,63,784,85],"class_list":{"0":"post-387067","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-cycling","8":"tag-au","9":"tag-australia","10":"tag-cycling","11":"tag-sports"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/387067","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=387067"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/387067\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/387068"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=387067"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=387067"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=387067"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}