Cycling media can, at least lately, feel a little doom and gloom. Teams across disciplines are struggling to find support or closing up shop entirely. Then there’s Norco Race Division. The Canadian downhill squad is absolutely thriving. Now, with major news of a new title sponsor, the team is launching into 2026.
As revealed today by the UCI Teams List, Norco Race Division is now Norco adidas Race Division. Yes, that adidas. The global footwear and apparel brand adidas. In a sport that often struggles to attract sponsors from outside the small world of cycling, at least since racing’s ’90’s boom, Norco’s pulled in one of the biggest fish out there.
And why not? Gracey Hemstreet had a sensational string of wins in 2025. That netted her and Norco second overall in the elite women’s standings. With Danny Hart on board, 2022/2023 junior downhill world champ Erice van Leuven gaining momentum in the elites, Bodhi Kuhn returning and Lina Frener already winning World Cups in juniors, the team is firing on all cylinders. Ever since re-launching and bringing Greg Minnaar (who brought a few important people with him behind the scenes), the team’s been on a rapid upward trajectory.
Bringing on adidas should only accellerate that rise and, hopefully, add to the teams results in 2026.
Is adidas returning to cycling?
Beyond our overwhelming stoke to see Norco Race Division getting more support, the news piques interest in adidas intentions. After a few fits and starts, is the brand fully returning to cycling? Years after buying Five Ten, is adidas finally going to make its own proper mountain bike shoes? Will there be a downhill version of the Velosamba?!?
2026 Norco adidas Race Division debut
Norco addidas Race Division will make its World Cup debut in just a couple months already. The series kicks off early with a first-ever visit to South Korea the first weekend in May.
But the new team’s first event will be Red Bull Hardline Maydena. The second Hardline venue is where Hemstreet made history as the first woman to complete any Hardline course. The Sunshine Coast racer repeated that feat in 2025, with a larger field of women joining her. 2026 is looking like the most exciting Hardline Maydena yet, with more riders and a new course.