Endura partnering with Atherton Racing
Endura has announced a partnership with Atherton Racing that will see Dan, Gee and Rachel Atherton ride in Endura’s flagship MT500 mountain bike apparel and protectors. The Scottish brand’s partnership with the first family of downhill mountain biking will also include support for Atherton Racing’s next generation riders, including Kade Edwards and Charlie Hatton, and developing talents from the Atherton Academy, such as Mille Johnset.
Brand Director Pamela Barclay said that the riders of Atherton Racing were a significant addition to Endura’s mountain bike tribe. It’s a diverse collection of riding talents that includes YouTube sensation Danny MacAskill, UK freeride legend Chris Smith, Italian Enduro racers Alex and Denny Lupato, and German adventurer Harald Phillip.
“There is a buzz around aero gains across all tribes of racing right now and we plan to bring our proven expertise and manufacturing might in this area to bear on the downhill course…. watch this space,” said Barclay. “We’ve wanted to work with Atherton Racing for some time now. Their success is a given, and to that extent, a partnership is a no-brainer for Endura, as we already work with a host of world class athletes, across a range of cycling tribes. Dan, Gee and Rachel offer something more and embody the Endura mantra of Renegade Progress. Sometimes, you have a hunch that a group of people share your outlook on life, and we’ve always admired the way that they go racing: with commitment and dedication, but an unmistakable sense of fun. It already feels like a good fit.”
“Dan’s Dyfi bike park project could have real significance for Welsh tourism, Gee is a world class rider at the top of his game, while Rachel’s dominance of women’s downhill racing speaks for itself; not that she is one to let others speak for her – a quality we admire immensely at Endura. We also share a passionate vision of how action sport can inspire youngsters, and look forward to working together on projects that can unlock their potential.”
Atherton Racing’s riders will race in jerseys handmade in Scotland, based on the MT500 Print Long-Sleeve Tee. In addition, they will help to develop a race pant to be launched in spring-summer 2019. Endura’s continually expanding collection of protection products is another category that will benefit from Atherton Racing’s input. Rachel, Gee, Kade and Charlie will race this season in items due for launch in 2019. Their feedback will be invaluable to the development process. The Danny MacAskill-inspired One Clan collection, launched at Christmas, is purpose-designed for riders who want to stay casual on the bike and off. Atherton Racing riders have already asked for more items from this collection.
Head to www.endurasport.com to see the full Endura MTB clothing and protection collection.
The post Endura partnering with Atherton Racing appeared first on Mountain Bike Review.