Assos, known as pioneers of technical cycling apparel, have become the official technical apparel partner of EF Pro Cycling in a multi‑year agreement spanning the men’s, women’s, and development teams.
Announced on January 1st, the announcement highlights that the partnership brings together “two brands united by curiosity, performance, and individuality, the partnership represents a shared belief that the future of cycling is built by those prepared to challenge convention”.
We’re told that the partnership sees the Swiss apparel brand “Drawing on decades of engineering expertise”, with the brand highlighting that it “has worked closely with EF Pro Cycling’s athletes, coaches, and performance staff to develop apparel systems designed not only to meet the demands of the highest level of competition but also to redefine them”. In short, exactly what we’d expect to hear when announcing a WT partnership.
What does stand out here – the nature of the brands partnering.
On one side you have Assos, seen by many as a fabric technology and manufacturing innovator with a somewhat reserved brand character (coloured bibshorts, the 2024 move that made waves for the brand). On the other side you have the edgy and innovative EF Pro Cycling, Alt Tour, FKT, Lachlan Morton and all. A team with a bold vision and no fear of standing out.
The common ground? “With Assos as a technical partner, the team gains a rider‑first approach rooted in continuous innovation, precision engineering, and obsessive attention to detail” – states the announcement.
“Assos has a long history of setting the standard for innovation in cycling,” added Jonathan Vaughters, EF Pro Cycling Founder and CEO. “They’ve been pushing boundaries since before many of our riders were born. My first pair of bibs were Assos, and they were a revelation. Decades later, they’re still leading the way, producing the most technically advanced clothing in the peloton, and our riders can feel that every time they suit up. This partnership is rooted in creating the fastest and best-looking kit in cycling. We’re excited to keep pushing boundaries together.”
We’re told that “the 2026 kit reflects this forward‑looking mindset. Inspired by themes of exploration and discovery, its bold colour palette evolves EF Pro Cycling’s unmistakable visual identity while introducing a new, almost other‑worldly energy to the peloton.”
Here comes the first challenge: Is EF’s signature pink so Rapha that it couldn’t be anything else? Is the team and the kit so tightly bound with its previous long-term content pioneering, riders adventuring, beyond the WT image that it leaves Assos a little like a third slice of pizza? Still great, but not remotely as tasty as the first, or even second, slice?
The unavoidable question: How do you follow Rapha?
Naturally enough, the Assos kit is “designed as a complete performance system, the kit blends form and function, using colour, materials, and construction with the same purpose‑driven intent as ASSOS’ engineering philosophy – every element serving a role in the pursuit of speed.”
And here comes the big ‘but’: Does this new partnership really have its own identity?
Is Assos x EF Pro Cycling a collaboration able to step out of the former partners’ shadows?
The natural question: Will the team continue to ride in Pink in 2027? Is pink the new argyle, a look that’s had its day?
“This partnership with EF Pro Cycling represents an alignment of values,” said Edwin Navez, Assos of Switzerland CEO. “EF Pro Cycling is known for pushing boundaries—both in performance and in culture—and that mirrors Assos’ own pursuit of innovation. Together, we will challenge convention, test limits, and create apparel that delivers real advantages in the most demanding race environments.”
Image credit: Jered Gruber & Ashley Gruber | Gruber Images.
