Assos has been announced as the new “technical apparel partner” of EF Pro Cycling.
The move sees the historic Swiss brand sign a “multi-year agreement” to supply the men’s, women’s and development teams with cycling kit.
The teams look set to retain their recognisable pink jerseys and helmets, which will be paired with black shorts. It seems there’s no room for argyle with this first iteration, though.
According to Assos, the design “evolves EF Pro Cycling’s unmistakable visual identity while introducing a new, almost other‑worldly energy to the peloton”.
Goodbye Tudor, hello EF
The announcement follows news earlier this month that Assos would no longer be sponsoring Tudor Pro Cycling – the Swiss UCI ProTeam headed up by former pro rider Fabian Cancellara.
At the time, we reported that Assos had been “pushed out” by Italian brand Sportful, but it seems the Swiss brand may have jumped ship of its own accord.
Although it’s 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 “the future of cycling is built by those prepared to challenge convention”.
This likely indicates EF Pro Cycling will continue to support its riders in entering alternative races and events, beyond the WorldTour.
Indeed, the supplied campaign images put 2024 Unbound Gravel winner Lachlan Morton front and centre.
The team continuing with its pink jerseys also means it will still need to produce an alternative kit for the Giro d’Italia – so as not to clash with the race leader’s Maglia Rosa.
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’s Rapha and Palace Skateboards wild capsule collection, for example.
In any case, EF Pro Cycling team boss Jonathan Vaughters says: “My first pair of bibs were Assos, and they were a revelation. Decades later, they’re still leading the way… This partnership is rooted in creating the fastest and best-looking kit in cycling.”
For fans looking to emulate their heroes, Assos says a replica kit will be available to purchase.
