MAAP has unveiled new swap-out kit for the Jayco-AlUla men’s team at the Tour de France and the Liv-AlUla-Jayco women’s team at the Tour de France Femmes.
It says the change kit has been created from a desire to drop something unexpected at the Tours.
According to Misha Glisovic, MAAP's chief creative officer: "In professional cycling, you'll often only see change when a rule enforces it. Our goal was to turn that on its head and bring a fresh energy to the peloton through a release that felt unexpected and exclusive.”
Electric green
Jayco-AlUla’s purple kit was already among the most distinctive in the pro peloton, but the addition of the electric green accents should help it stand out even more.
Brent Copeland, general manager of Team Jayco-AlUla, says: "As we hit our 15th season, we want to keep pushing the boundaries of what a professional cycling team looks like."
Glisovic highlights the brief appearance of the swap-out design, which will only be available to purchase in 150 sets worldwide.
“Hyperperformance”
MAAP is taking the kit to its Paris Fashion Week installation, which will be open from 26 to 28 June at 36 Rue Étienne Marcel.
Named Hyperperformance, it says this has the aim of “exploring the intersection of WorldTour performance, material innovation and contemporary design” and aims to “highlight the craftsmanship, innovation and technical development behind WorldTour apparel”.
“The project brings elite cycling technology into a cultural setting rarely occupied by professional sport,” says Glisovic.
MAAP isn’t the only cycling brand upping its cultural credentials with a limited edition. In April, we saw the launch of the Colnago C72 La Scala, with only 72 bikes available, priced at €22,000, which were showcased at the launch at the Milan opera house.
Pinarello has got in on the Paris fashion scene this week, too, with a custom Dogma F designed in association with Louis Vuitton and Pharrell Williams. In the fashion brand’s signature deep brown, the bike took to the catwalk at Louis Vuitton’s Paris Fashion Week show on Tuesday.
