Sir Bradley Wiggins and Halfords to launch kids’ bike range ahead of the Rio Olympics

That Sir Bradley Wiggins would launch his own bike brand was only a matter of time, and today it has been revealed that the Olympic champion has collaborated with Halfords to launch a range of high-quality children’s bikes in time for the Rio Olympics next year.

Following in the footsteps of Chris Boardman, Chris Hoy and Victoria Pendleton, other top level British cyclists that have launched their own bike brands following retirement from competition, Sir Bradley Wiggins is using this opportunity to inspire the next generation of champion cyclists.

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“I wanted to develop a range of bikes for kids of all ages and all abilities to jump on and feel like a Tour de France winner,” said Sir Bradley Wiggins following the announcement today.

“You don’t have to super fit or kitted out in lycra – these bikes are aimed at everyone, girls and boys, to help more kids get into cycling.”

The new bikes will be launched in July 2016, a month before the Rio Olympics, where Wiggo will be competing in his fifth Olympics. He’ll be hoping to add another medal to his already impressive collection.

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We don’t know much about the bikes at this moment in time, but Halfords does say the range will be accessible with a focus on value for money, bespoke design and lightweight materials, with toddlers to teens catered for.

Launching just before the Olympics is a shrewd business move, as all Olympic sports, especially cycling, will be enjoying higher visibility and participation levels. Could the future Wiggo take his first pedal stroke towards future success on a Wiggo branded bike next summer?

For Halfords, this news represents its third collaboration with an Olympic cycling champion, following the huge success it has enjoyed with the Boardman collection. It also launched exclusive Pendleton range of women’s bikes with double Olympic medallist, Victoria Pendleton.

Jill McDonald, Halfords’ CEO, said; “We’re thrilled to work with the people’s cycling champion Sir Bradley Wiggins and look forward to launching the range in such an exciting Olympic year, and we’ll be keenly watching him in his ride to victory in Rio.”

Sir Chris Hoy launched a range of kid's bikes in 2014, working with Evans Cycles to "produce  proper little bikes rather than two-wheeled toys." 

More on this story when we get it...