Pushing technological boundaries and inspiring people to ride
For us, partnering with professional cyclists is more than providing them with our newest products and technologies. We don’t just send the products to their team mechanic and consider it job done. Professional cyclists are an extension of our test and product teams. Before we introduce new products the best riders in the world have already ridden countless kilometers on them. Pushing thousands of watts on the pedals, flying through rock gardens and over cobblestones, all to test our products to the limits. Providing us with the most detailed feedback, so we can further tweak and refine that rear derailleur or brake lever. In the end we create the best material available for the pro’s to win races and for you to enjoy a carefree riding experience with flawless shifting and maximum stopping power.
A partnership is not just an opportunity for us to name drop and associate ourselves with victories. We carefully select the teams and cyclists we partner with. For us it’s incredibly important that they truly fit with our important values. Because once we start working together, they are part of our family. We work intensively together to push the development of cycling further and further. They challenge us, and we challenge them. Which in the end results in new technologies that become available for cyclists all over the world.
We will always support professional cycling because we owe so much to it. The most revolutionary technologies were inspired by professional cycling, such as the introduction of the STI shifter, disc brakes and electronic shifting. Besides the technological push, professional cycling also inspires people all over the world to go outside, ride their bikes and stay healthy. They see how the pro’s ride in stunning landscapes and the most amazing places. For many this is a true inspiration to ride and enjoy the outdoor environment
Pushing technological boundaries, and wanting to inspire people to ride; that’s how we got involved and always will be involved in professional cycling.