Craft and ORICA-GreenEDGE Create a Stylish PartnershipMon 4 Nov 2013
Swedish sports brand Craft proudly joins forces with professional cycling team ORICA-GreenEDGE. The highly competitive Australian outfit will train, race and kick back in Craft clothes during the next three years. The collaboration includes both the men’s and women’s teams.
“We have been looking for a team that shares our goals and ambitions and that is made up of people who we can win, lose, laugh and cry with. Down Under we found a perfect match in ORICA-GreenEDGE, a team that combines strong personalities with a strong team spirit,” says Craft’s CEO Jonas Peterson.
The Australian team is well known for its solid teamwork, which has translated into great success in team events such as the latest World Championship TTT where the ORICA-GreenEDGE men finished second, separated from the gold medal by a mere blink of an eye. Also known for its relaxed attitude out of the saddle, the team has recorded celebrated cover versions of popular songs such as “Call Me Maybe” and “You Shook Me All Night Long”.
“We’re really happy to partner up with Craft for our race and casual clothing next year. We share their excitement and attitude around cycling – both as a really demanding professional sport and as a healthy lifestyle. It will be a great way to explore great new products and gain a competitive edge. I’m convinced all of our riders will be happy with this collaboration,” says team General Manager Shayne Bannan.
Craft will provide the riders on ORICA-GreenEDGE with all their clothing requirements including racing and training clothes, baselayers, accessories, recovery clothes and leisurewear. A brand-new TT suit, which will be launched at the 2014 Tour de France, and an aero suit, which is an aerodynamic and bodymapped suit for road race events, are some of the top-notch garments that the riders will wear during the upcoming season. The partnership also means that the team will play a major part in Craft’s R&D process for the development of new cutting-edge cycling products.
“I‘m confident we have found what we are looking for,” says Jonas Peterson. “This collaboration harmonizes perfectly with how we want to present our brand and will strengthen Craft’s position as a leading international supplier of cycling clothes. But perhaps more importantly, it will help us improve our products and boost the sports experience for our consumers – both for men and women.”
The Craft and ORICA-GreenEDGE partnership starts January 1, 2014, and spans over a period of three years.