New Balance has signed on to be the official athletic shoe and compression apparel partner for off-bike training for the Garmin-Cervelo pro cycling team this year. As part of the arrangement, New Balance will provide athletic footwear and compression apparel to the team of 64 riders for all off-bike activities as part of their conditioning program.
“New Balance and Team Garmin-Cervelo share a distinguished sporting heritage based on teamwork and integrity that is recognized around the world,” says Alan Hed, New Balance’s executive vice president international. “This association reflects our long-standing commitment to innovation, excellence in sport and developing the next generation of leading athletes.”
Jonathan Vaughters, CEO of Slipstream Sports, parent company of Team-Garmin, adds, “We are thrilled to work alongside New Balance, a distinguished brand with more than 100 years of dedication to running and renowned in the industry for their steadfast commitment to quality and performance.”
The agreement will allow New Balance a range of highly visible merchandising and marketing opportunities. These include: New Balance logos on official team uniforms and support vehicles; VIP hospitality at key events (including Italy’s Giro d’Italia this May and the Tour de France in July), Team Garmin-Cervelo image rights and access to team riders for promotional events and photo shoots.