ASSOS USA Partners with Pikes Peak APEX for New 2-year Deal

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Assos USA

ASSOS USA is pleased to announce our partnership with The Pikes Peak APEX, presented by RockShox. A first year 4-day mountain bike challenge on the slopes of Pikes Peak, America’s Mountain. The event features exhilarating, exceptionally crafted routes through dirt roads, jeep trails, and the amazing alpine single track that is essential Pikes Peak. The terrain will be challenging, but not overly technical. This rigorous Rocky Mountain trail experience through the aspens in Colorado’s backcountry will draw not only professional riders, but also amateur cyclists looking for a bucket list endurance experience.

“We are thrilled to partner with Pikes Peak. We believe in their mission to create a world-class event that also drives economic impact to the Colorado area. We know that mountain bikes are a great way to enter into cycling and we hope this partnership helps to continue to grow the sport we love so much.” - Kelli Samuelson, North American Marketing Manager

“We couldn’t be more excited to partner with one of the world’s most respected names in cycling technical clothing. Our participants will love the APEX custom event jersey that ASSOS is creating and I am sure our top riders will be even more excited to wear the ASSOS leader’s jersey at the event.” --Micah Rice, VP of Event Strategy & Operations for Sports Strategies and Executive Director of the Pikes Peak APEX presented by RockShox

About ASSOS After more than 40 years making apparel for the most passionate cyclists, ASSOS places great emphasis on delighting the rider who lives to push the limits. In 1976, ASSOS of Switzerland was founded by Toni Maier with an unlikely advancement, the first carbon fiber bicycle frame. While endlessly researching aerodynamics on the bike in the wind tunnel, Toni soon came to realize that the clothing the riders were wearing was in fact the main cause of drag. At this point, Toni turned his attention to clothing and invented the first Lycra® cycling shorts. This invention led to pro teams paying to wear ASSOS shorts during the Tour de France and to date, ASSOS is proud to have played a role in more than 350 gold medals at world championships and Olympic games. ASSOS works side by side with suppliers and gathers feedback from its internal test team to produce fabrics that offer optimum comfort for the rider. As a result of its continual investment in R&D, the pioneering company is behind additional key innovations that have shaped the evolution of the cycling world and have now become industry standards. These include the first sublimation of a cycling jersey in 1980, the first elastic interface cycling short insert in 2001 and the creation of the fastest bodysuit on earth in 2004. Today, ASSOS prides itself on supplying
total cycling comfort to the top level within competitive cycling through multiple sponsorships of World Tour teams and riders. But away from the medal haul, passionate and ambitious cyclists in more than 30 countries across the globe glean the same benefits from the ASSOS innovation, thanks to the brand’s worldwide distribution via 1,000 independent top bike stores as well as its own boutiques and corporate online store.

Media contact: Kelli Samuelson,