Rapha has rejoined the WorldTour by sponsoring EF Education First and its brand new team kit has just been revealed ahead of the Tour Down Under starting next week.
Ahead of that race debut, we managed to get our hands on the new team strip and you can watch an unboxing and first look in the video below. It’s only short and worth a watch only to see me try and squeeze into a special pro small jersey…
It’s very bold and very pink, a colour used by Rapha since its inception and ED Education went big on pink last year. Rapha says the aim is to “disrupt the appearance of the professional peloton”. It’ll certainly do that, it’ll be an easy team to spot in the peloton.
“The distinctive bright pink and blue pattern of the kit is primarily functional, designed to be immediately recognisable by fans, team support staff and riders during the race. Pink is a well-known signifier of both EF and Rapha, is unique in the current pro peloton, and will ensure riders stay visible in the chaos of racing, whatever the format,” explains Rapha.
It adds: “The kit is also representative of Rapha’s aim to make cycling more exciting for fans by disrupting the professional sport and bringing a new approach to team sponsorship. Rapha’s modern, fresh design speaks to EF Education First’s new approach to cycling and content, which aims to draw a new audience through storytelling and the alternative races that some of the team will ride in 2019.”
“We love this sport but know it has to change. With our partnership with EF and this new kit design we hope to bring more excitement to racing and encourage more fans to follow the greatest sport in the world,” comments Simon Mottram, Rapha’s founder.
“I love it. That’s something that’s never been seen in the peloton before. My wife is going to love this – we’re going to be seen from outer space. It’s complicated but it’s very simple too. It’s the attention to detail – it’s very carefully thought out from top to bottom,” says Lawson Craddock.
Let's hear what you think of it below.
David has worked on the road.cc tech team since July 2012. Previously he was editor of Bikemagic.com and before that staff writer at RCUK. He's a seasoned cyclist of all disciplines, from road to mountain biking, touring to cyclo-cross, he only wishes he had time to ride them all. He's mildly competitive, though he'll never admit it, and is a frequent road racer but is too lazy to do really well. He currently resides in the Cotswolds.