The new visual identity of the EF Education First pro cycling team, designed “to disrupt the appearance of the professional peloton”, will launch at Tour Down Under and at sequenced events online and around the world on January 12. The kit marks Rapha’s return to the men’s WorldTour after a two-year hiatus and will follow a one-off Blackout kit worn by team members at the Australia and New Zealand Nationals last week.
When designing a new kit to return to the men’s WorldTour, the aim was a pared down design while building on the strong design heritage of both EF and the team’s history of bold kit.
In recent years, Rapha has continued to innovate within their Pro Team range, working with athletes including women’s WorldTour team CANYON//SRAM, aerodynamicists and garment technology experts to keep pushing the boundaries in competitive cycling clothing. This work has culminated, the claim, in technically advanced and visually striking kit.
The distinctive bright pink and blue pattern of the new EF team kit is primarily functional, designed to be immediately recognizable 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.
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,” said Rapha.
The design was inspired by the free spirit of the team and its riders, and their individual characters and styles. It is complemented by an extensive range of fan and off-bike clothing, created with the intent to inspire camaraderie between supporters and the team.
In October, EF and Rapha announced a media and kit partnership with the aim of drawing a new audience for the sport. Rapha will bring their creative credentials to EF Pro Cycling, and together they will focus on profiling inspirational and charismatic riders and showcasing their stories.
Together, Rapha and EF will celebrate the team’s characters and heroes, and will explore not only the traditional heart of cycling in the Grand Tours and Classics but also bring new formats and disciplines into focus. A number of the team’s racers will ride a mixed calendar of events in the 2019 season, including the WorldTour schedule and also criteriums, ultra-endurance races and mixed-terrain events. It is Rapha and EF’s aim that together, these new ways of presenting the sport will draw a new and wider audience, resulting in its growth and increased global visibility.
The new range from Rapha has something for everyone, including a complete fan collection, a children’s jersey, and the exact kit from the Rapha Pro Team range that the team are wearing, for men and women. To complete the range there are also Technical T-Shirts, designed to be worn on bike for off-road and gravel rides, which some of the team will be seeing much more of in 2019 as they compete in alternative calendar events such as Three Peaks and Dirty Kanza.
To learn more head over to www.rapha.cc.