News: Ineos to race in Bioracer Speedwear

On Thursday September 23, Bioracer and the INEOS Grenadiers confirmed their partnership for the upcoming cycling season 

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News: Ineos to race in Bioracer Speedwear
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PRESS RELEASE: Leuven, Belgium – On Thursday September 23, Bioracer and the INEOS Grenadiers confirmed their partnership for the upcoming cycling season. In January 2022, ‘the original custom brand in cycling’ and the best Grand Tour cycling team of the last decade, will join forces, to write their own success story together.

It is hard to imagine a better location than the Bioracer House along the World Championship course in Leuven to announce and sign the new partnership. In one of the best teams in the world, Belgian Bioracer finds the perfect ambassador to grow into a worldwide brand that is front and centre in the pro peloton, all season.

Bioracer CEO Danny Segers said: “We have been a partner of the Belgian, Dutch and German cycling federations for years and are therefore already present at major events such as the World Championships and Olympic Games. To further strengthen our international growth ambitions in cycling markets such as the United Kingdom, North and Latin America, a partnership with INEOS Grenadiers is a logical next step. With riders like Tao Geoghegan Hart and Colombian Egan Bernal, Olympic champions Tom Pidcock, Filippo Ganna and Richard Carapaz, INEOS Grenadiers is very strong in these markets and the rest of the world.”

INEOS Grenadiers Team Principal Sir Dave Brailsford said: “I’ve known Danny and Bioracer for a long time and always admired what they do and the way that they do it. I’ve always hoped and believed that we would work together one day so I am genuinely delighted that day had now come. The ethos that underpins their work is built around speed – pure and simple – with athletes right at the heart. We share a common sense of adventure, a desire to innovate and do things differently but above all a passion for the race and for racing. We look forward to writing a new successful chapter together and showcasing their brilliant kit on the road with our Grenadier spirit. ‘

Science of Speed
It is no coincidence that Bioracer is now ready to roll out their local service and original custom formula to other countries and continents. With new offices in Canada and Colombia, and representatives in 26 countries, Bioracer wants to evolve to an annual turnover of 100 million euros by 2030. For the Belgian company, this is the right step at the right time. In recent decades, Bioracer has played a leading role in the revolution of sportswear and is an active representative within the ‘Science of Speed’. With its own high-tech Speedcenter, a protolab and a textile studio from which ‘high performance apparel’ has been developed and delivered into the hands of elite athletes for years. Bioracer was one of the founders of Bike Valley in Beringen and has a cutting-edge wind tunnel at its disposal to keep innovating and optimising.

In the spotlight of the cycling world

Through the years many professional UCI teams and riders have visited the headquarters in Tessenderlo but this new alliance is a clear step forward for Bioracer. “We greatly value our numerous existing technical partners, but with our ambitious production and sales objectives need a more active role in the spotlight of the cycling world.” says Danny Segers. “And with INEOS Grenadiers we have the perfect partner to achieve this goal.”

Raymond Vanstraelen, who founded Bioracer in 1986, is also enthusiastic: “From day one, Bioracer’s ambition has been to partner with the best riders, and thanks to our work with cycling federations, we have been able to fulfill this ambitious but extending this to a partnership with INEOS Grenadiers is a personal dream come true for me. The very best all-round team of this century shares our constant drive for innovation like no other.”

In the coming months, measuring, fitting and customisation will take place so that in December Bioracer and the INEOS Grenadiers can officially reveal the new kit in which Bernal, Pidcock, Carapaz and their teammates will ride in 2022.

Fans who want to be the first to own the new INEOS Grenadiers x Bioracer kit will be able to purchase it from January 2022.

Bioracer in the UK – a leading brand in the market for custom clothing and also off the shelf clothing, Bioracer UK are experts in helping teams and clubs kit themselves out in the Bioracer custom kit. Click here to learn more about how Bioracer UK can help you

 

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