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TECH NEWS

Rapha launches Team Sky range, with three-tier pricing on kit in shrewd marketing move

Team Sky range goes live, Pro Team, Replica and Supporters ranges available, plus women's and kids

Cycle clothing brand Rapha, the new supplier of clothing and other kit to Team Sky, has started launching its range of technical and leisure clothing and accessories on its website, and concerns that it would be priced way beyond the reach of all but the wealthiest fans have been headed off by the smart tactic of introducing three different ranges - one Pro Team spec, and at prices reflecting those of other garments from the brand, another at a lower price point and termed Replica, and a third Supporters range that is cheaper still.

That's not to say that Rapha's looking to fob fans off with the latter - the fact is, it's usually near impossible to get hold of kit identical to what the pros actually wear, so replica jerseys you can buy for other teams, or for Sky itself when it was supplied by Adidas, are replicas rather than the real thing.

And Rapha's replica Sky jerseys cost £75, compared to the Adidas replica which was at £70 (although it could be found for less). But if it's just showing the colours you want to do, rather than a garment specifically for riding any distance, Supporters jerseys are also available - and they are just £40.

Even for a brand that prides itself on its marketing, it's a shrewd move - the higher spec jersey, which costs £140, keeps brand purists happy too, or at least those who might consider wearing kit from a team they don't actually ride for.

Other products range from men's and women's bibshorts at £170 a pop - that's the Pro Team versions - to a "supporters' scarf" for £15

The irony of that female-specific kit won't be lost on some of Britain's top women riders - Lizzie Armitstead is among those who have previously called for Sky to launch a women's team. Besides a dedicated women's range, there is also a kid's range and a full suite of accessories.

Here's a description of the ranges in Rapha's own words:

Creating a total of 60 new Team Sky products for 2013, the Rapha offering will allow riders and supporters of all levels to show their favor for Team Sky, the number one team in the world in 2012:

Pro-Team: At the highest level, riders will be able to wear exactly what the Team Sky riders will wear to race and train in 2013, keeping the same design, fit and performance from the peloton. The Pro-Team offer includes a mix of jerseys, bibs, jackets, merino, and accessories.

Replica: For the rider wanting the look but who doesn’t require the complete pro-performance or price tag. The Replica offer includes women’s and kid’s and “Wiggo” emblazoned jerseys.

City Wear & Supporter: Created to dress the riders and staff of Team Sky, the offering for supporters ranges from new gingham check colors of the Rapha Long Sleeve Shirt, Rapha Jeans, T-shirts, and supporters scarves and flags. A standout new product in this offer is the  ‘Supporters Jersey’, a top that has the look of the team but with a cut meant to pair with jeans for off-the-bike.

The Pro Jersey (£140) is said to be the same as the one the pros will be wearing this year, made from the same technical fabric with race radio cable loops and mesh side panels. It uses what Rapha call 'coldblack' technology, the dyestuff being designed to absorb less heat than usual to stay cool against the skin.

The Pro Bib Shorts come with an EIT (Elastic Interface Technology)/Cytech seatpad, have a permanent wicking treatment, and are priced at £170.

The Replica Bib Shorts - the next level down - are £100. Or you can pay £105 for a version with GB National Champion stripes - won by Ian Stannard in 2012 - or the Norwegian National Champion's version, as worn by Edvald Boasson Hagen.

The Supporter range contains items like a Team Sky Merino Hoody (£140), and a Merino Hat (£35). The Team Sky Jeans are £150 - the same price as Rapha's usual jeans upon which they are clearly modelled. Many of the products in the range are existing Rapha designs with the addition of Team Sky's logos and blue highlights.

It's the same deal with the Team Sky Belt, for example (yes, of course there's a Team Sky Belt). Rapha already do a black/pink version. Now they do a black/blue Team Sky version. They cost the same at £70. It’s made for Rapha by high-end Italian brand Anderson’s.    

The leather Team Sky Grand Tour gloves are more expensive than the existing Rapha ones, though - they're £120 rather than £100.

The complete collection comes available mid‐February online at Rapha.cc and at Rapha Cycle Club stores in London, San Francisco, and Osaka. Riders and fans in the UK will be able to buy the complete Rapha Team Sky collection at all Evans Cycles locations and online at evanscycles.com too.

Simon joined road.cc as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.

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81 comments

Avatar
Sam1 replied to thereverent | 11 years ago
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thereverent wrote:
philallan wrote:

Wow, bargain kit. And so stealth you'll be invisible to drivers. What's not to like?

You could always buy last years Liquigas-Cannondale kit. You'd be seen, and drivers would slow down as they are sick after looking at the that much lime green.

Even better: Farnese Vini. Can be seen from satellites orbiting the planet

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Duncan Stone | 11 years ago
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Pedals | 11 years ago
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The kits a grower! I like more each time I look at it! But £50 for team gloves! Really!!! Not that I'd buy them anyway but even so!!! Love that they have done a womens range in it to, only ever seen garmin do a women's team jersey before two season ago. More should follow suit!

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Sam1 replied to belgravedave | 11 years ago
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belgravedave wrote:

Isn't Sky a little bit common for Rapha?

No 1 Pro team in the world? Yeah, Rapha should have just stuck with a Conti team unknown outside the British pro scene - much more exclusive  37

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amawby | 11 years ago
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Seriously, this is a real test for both brands - Team Sky/British Cycling is all high tech and high performance, Rapha has been premium price style and heritage. Doing the 3 tier thing risks eroding this exclusive reputation for Rapha and if Wiggo loses a TT by seconds, could it be the Rapha skinsuit that cost it and fails to gain them any high performance cudos. At the same time, will the Surrey bankers who currently buy Rapha be terribly impressed if their formerly exclusive brand is suddenly all over common cycling fans?

I am just curious about how this will all play out from a business perspective as I don't buy either Rapha or Team Sky Kit (you can get better looking and as good or even better quality and performance kit for far less money elsewhere!)

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arrieredupeleton | 11 years ago
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It's a shame they didn't sign up with Prendas. That would have kept everyone happy! OK so it's top end cycle clothing at a price. If that was the only line they are doing, I would understand but the 3 tier thing is very clever.

Honestly, some of you lot are like Pavlov's Dogs. Personally, I can't wait to get my tatty threads on this weekend for some bike riding.

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sethpistol | 11 years ago
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Yeah, Nalini/Moa have done a great job of the new kit!

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sethpistol replied to badback | 11 years ago
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yep they did again  3

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mattheww385 | 11 years ago
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Would buy that hoody if Rapha released it in non-Sky colours.

(have nothing against Sky, just don't wear team colours ever).

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belgravedave replied to Sam1 | 11 years ago
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But c'mon SKY as a brand are pretty pikey.

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velophilia | 11 years ago
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The kit is good. I think the design is good. Certainly better than other pro-teams' kit. I like how they have bled some of the design features into other items from their range. I don't like wearing team kit. Even club kit horrible. Rapha's stuff is smart and you don't feel like a moving bill-board. They will be distinctive.
Is it a bad thing to have a premium brand?

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Sam1 replied to belgravedave | 11 years ago
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belgravedave wrote:

But c'mon SKY as a brand are pretty pikey.

Not when I'm watching races on Eurosport or decent programmes on Sky Atlantic

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Sam1 replied to amawby | 11 years ago
0 likes
amawby wrote:

Seriously, this is a real test for both brands - Team Sky/British Cycling is all high tech and high performance, Rapha has been premium price style and heritage. Doing the 3 tier thing risks eroding this exclusive reputation for Rapha and if Wiggo loses a TT by seconds, could it be the Rapha skinsuit that cost it and fails to gain them any high performance cudos. At the same time, will the Surrey bankers who currently buy Rapha be terribly impressed if their formerly exclusive brand is suddenly all over common cycling fans?

I am just curious about how this will all play out from a business perspective as I don't buy either Rapha or Team Sky Kit (you can get better looking and as good or even better quality and performance kit for far less money elsewhere!)

Re the skinsuits for TTs...you dont suppose that anything was road-tested by the riders, do you, as part of the whole development process? Hmmm....  39

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Peter531 replied to philallan | 11 years ago
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philallan wrote:

Wow, bargain kit. And so stealth you'll be invisible to drivers. What's not to like?

And you endorse the Murdochs. Triffic.

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Peter531 | 11 years ago
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Team Sky belt looked really naff over my £30 bib shorts  2

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Campag_10 | 11 years ago
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I think Rafa and Sky have got the pricing right. The 'replica' range is priced comparably to other teams' official kit and the 'supporter' shirts will be successful.

I reckon the design may be too easy for the Chinese counterfeiters to copy. Regardless, this is great business for Rapha, who will sell container loads of Sky kit web direct at full margin.

I've never bought a pro team replica jersey before, but I could be tempted this year.

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andyp | 11 years ago
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In all seriousness...why would anyone want to buy a team replica kit, whether Rapha or not? Unless you're under 12, I guess.

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belgravedave replied to andyp | 11 years ago
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andyp wrote:

In all seriousness...why would anyone want to buy a team replica kit, whether Rapha or not? Unless you're under 12, I guess.

Well said.

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belgravedave replied to Sam1 | 11 years ago
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Sam1 wrote:
belgravedave wrote:

But c'mon SKY as a brand are pretty pikey.

Not when I'm watching races on Eurosport or decent programmes on Sky Atlantic

You can get Eurosport online and with SKY atlantic all the've done is copied what C4 we're doing a few years ago and then outbid them.
As for a brand SKY is pikey and replica team cycling wear is pikey, so it's a double pikey! What are Rapha thinking?

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velophilia replied to Peter531 | 11 years ago
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Peter531 wrote:

Team Sky belt looked really naff over my £30 bib shorts  2

I don't know!? It may help keep the descended gut of a MAMIL up when in the drops.

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velophilia | 11 years ago
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So, is it a bad thing for such a big corporation to pour money into the sport? I have seen nothing but good so far. Pikey or no. What does Pikey mean anyway? I'm guessing here.

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John_the_Monkey replied to badback | 11 years ago
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badback wrote:

Anybody know if Rapha's used MOA to make the team issue kit (like rumour has it Sky used previously) ?

That was certainly what I'd heard (on twitter), although I wasn't interested enough to do much other than shrug.

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belgravedave replied to velophilia | 11 years ago
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velophilia wrote:

So, is it a bad thing for such a big corporation to pour money into the sport? I have seen nothing but good so far. Pikey or no. What does Pikey mean anyway? I'm guessing here.

Look what SKY have done to football, so many clubs on the verge of bankruptcy, if it wasn't for the dirty money coming in from the Middle East, Russia and China things would be even worse and as for what SKY have done to Rugby League, well that really is a disgrace and I could go on for hours (but I won't).
As for pikey your right each to his own, but if you associate Sky with dishes hanging off council flats then I can't see the fit with Rapha.
Vulpine and all the other Rapha wannabes are going to benefit from this.

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Sam1 replied to belgravedave | 11 years ago
0 likes
belgravedave wrote:
Sam1 wrote:
belgravedave wrote:

But c'mon SKY as a brand are pretty pikey.

Not when I'm watching races on Eurosport or decent programmes on Sky Atlantic

You can get Eurosport online and with SKY atlantic all the've done is copied what C4 we're doing a few years ago and then outbid them.
As for a brand SKY is pikey and replica team cycling wear is pikey, so it's a double pikey! What are Rapha thinking?

Feel free to think the entire world is pikey. But Simon Mottram will be counting his wads of cash whilst you - and I - are doing the 9-5. Now...I wonder who's the smart one?  22

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velophilia | 11 years ago
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So, Sky is to blame for all the problems associated with football and rugby? I have a dish on the side of my house. I own a few Rapha items. I don't feel Pikey. I'm still not sure what that term means.

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Sam1 replied to belgravedave | 11 years ago
0 likes
belgravedave wrote:
velophilia wrote:

So, is it a bad thing for such a big corporation to pour money into the sport? I have seen nothing but good so far. Pikey or no. What does Pikey mean anyway? I'm guessing here.

Look what SKY have done to football, so many clubs on the verge of bankruptcy, if it wasn't for the dirty money coming in from the Middle East, Russia and China things would be even worse and as for what SKY have done to Rugby League, well that really is a disgrace and I could go on for hours (but I won't).
As for pikey your right each to his own, but if you associate Sky with dishes hanging off council flats then I can't see the fit with Rapha.
Vulpine and all the other Rapha wannabes are going to benefit from this.

But here's the thing - and its pretty clever: The cycling team doesnt get associated with 'sky dishes hanging off council flats'. Rapha have hooked into an association that is with a team headed by Wiggo, the newest knight of the realm, with winning the Tour, with heralding in the Summer of Sport (TM), with stamping his pedals and demolishing the competition, with the iconic pose on the throne in front of Hampton Court, even with the all conquering trackies at the Olympics, and with British cycling at the top of the sport etc etc...

And for many people - many new to cycling - that's the association they make with the team.

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AlexStriplight | 11 years ago
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The replica kit looks pretty good to me, jersey material looks similar to castelli tops and similarly priced. The pro stuff is for pros, I suspect... top end, best materials and excellently cut. You are going to pay top dollar for that from any team, and I probably wouldn't fit in it anyway. As for the design I think it's cool. The only reason I wouldn't wear the replica stuff is the Murdoch factor. Shame.

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LPS | 11 years ago
0 likes
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belgravedave replied to Sam1 | 11 years ago
0 likes
Sam1 wrote:
belgravedave wrote:
velophilia wrote:

So, is it a bad thing for such a big corporation to pour money into the sport? I have seen nothing but good so far. Pikey or no. What does Pikey mean anyway? I'm guessing here.

Look what SKY have done to football, so many clubs on the verge of bankruptcy, if it wasn't for the dirty money coming in from the Middle East, Russia and China things would be even worse and as for what SKY have done to Rugby League, well that really is a disgrace and I could go on for hours (but I won't).
As for pikey your right each to his own, but if you associate Sky with dishes hanging off council flats then I can't see the fit with Rapha.
Vulpine and all the other Rapha wannabes are going to benefit from this.

But here's the thing - and its pretty clever: The cycling team doesnt get associated with 'sky dishes hanging off council flats'. Rapha have hooked into an association that is with a team headed by Wiggo, the newest knight of the realm, with winning the Tour, with heralding in the Summer of Sport (TM), with stamping his pedals and demolishing the competition, with the iconic pose on the throne in front of Hampton Court, even with the all conquering trackies at the Olympics, and with British cycling at the top of the sport etc etc...

And for many people - many new to cycling - that's the association they make with the team.

Going by the comments on this thread thats not the association people are making?

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notfastenough | 11 years ago
0 likes

Well since news international only have a 21% stake (IIRC) in Sky, that whole connection is tenuous anyway.

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