Mavic announced plans to launch a full range of cycling footwear, apparel and accessories starting in the spring/summer 2009 season.
Over the last five years, Mavic has been responsible for all aspects of the adidas cycling line, including design, development, production, sales and marketing. In order to focus on the Mavic brand, the decision was been made to not renew the licensing agreement with adidas beyond December 2008.
Mavic will continue to provide the same level of service to its retail partners which are currently selling adidas cycling products through the Fall/Winter 2008 season.
A dedicated softgoods team in Annency, France has already begun extensive work on the new Mavic line.
According to Mavic USA's Michael Berlinger, the Mavic softgoods range will reflect both Mavic’s unique brand positioning at the heart of cycling and the innovative spirit of its products.
"The decision became clearer over time that it would be a better fit to have the products as Mavic," he said. "In anticipation for the renewal of our licensing agreement with adidas we gradually came to the realization that as all of the technologies and know-how of the adidas cycling softgoods are proprietary to Mavic plus the fact that Mavic is a 100% cycling company we would be better off designing, developing and producing under our own name."
BikeRadar asked if consumers will see an increase in sponsorship exposure at the professional level with Mavic-branded softgoods.
"The Mavic softgoods team already has a large investment in pro sponsorship, it will continue it's work with some of the world's best athletes and teams just as we did with the adidas Cycling brand, both for product testing and sports marketing purposes," Berlnger said. "You may see some gradual over time but nothing too drastic."
According to Berlinger, the new Mavic softgood line will more closely resemble the brand and product positioning of Mavic.
"We'll more closely express our positioning at the heart of cycling through a shoe and apparel line just like we do with wheels, rims and components.," he added. "To that end I think the offering will be extensive without fluff."
The new Mavic softgoods collection will be presented to the press and to retailers in June 2008. Look for a full report on BikeRadar.com in the coming months.