Canadian apparel brand 7mesh has announced a new partnership with Further, the event series which hosts ‘short’ ultra events.
Speaking about the partnership, 7mesh director of marketing Aidan Oliver said: “This is something we’ve wanted to do for a while, but the right partnership eluded us until we began talking to Further.
“This is one of our first major international event sponsorships, so it’s definitely a proud moment for us. We couldn’t be more excited and look forward to working closely with the Further team to develop the series, refining the model and exploring future adventures.”
The collaboration will see 7mesh back a series of three extraordinary events designed to push limits and redefine what’s possible as riders make their way through the steep, unrelenting climbs of the Pyrenees, the raw and windswept Scottish Highlands, and the twisting, untamed tracks of England’s Eastern fringe.
If that all sounds a little too ‘good PR’ for your liking, consider the words of one Laurens Ten Dam, when reflecting on his participation in a Further event: “I thought I’d done some hard things in my life before but this smashes everything.”
Speaking about Further, founder, Camille McMillan points out that “The aim is to create ‘short’ ultra events, what I simply call Bikepacking Adventures, The goal is to bring people together: we gather the night before, share a meal, and then set off into the unknown.”
Of the new partnership with 7mesh McMillain reflects: “When it comes to brands that support or partner with Further, the important thing for me is authenticity. If I look at cycling apparel brands I see very few that are the ‘real deal’.
“For me, 7mesh does it for the right reasons. Not trends, not growth, their aim is to create great clothing to bike ride in. With 7mesh onboard, these journeys aren’t just about racing the clock—they’re about the thrill of discovery, the stories forged in effort, and the adventure of seeing just how far you can go.”
