{"id":34020,"date":"2022-03-09T17:56:01","date_gmt":"2022-03-09T16:56:01","guid":{"rendered":"https:\/\/www.bikeradar.com\/?p=667453"},"modified":"2022-03-09T18:08:15","modified_gmt":"2022-03-09T17:08:15","slug":"sram-expands-into-cycling-kit-with-velocio-apparel-acquisition","status":"publish","type":"rss_feed","link":"https:\/\/c01.purpledshub.com\/cyclingplus\/rss_feed\/sram-expands-into-cycling-kit-with-velocio-apparel-acquisition\/","title":{"rendered":"SRAM expands into cycling kit with Velocio Apparel acquisition"},"content":{"rendered":"

<\/p>

By Katherine Moore\n \t\t<\/p>

Published: Wednesday, 09 March 2022 at 12:00 am<\/p>

\n\n

Cycling clothing brand Velocio Apparel has announced the sale of the business to SRAM, marking the American brand\u2019s first serious foray into the cycling kit market.<\/p>\n

The acquisition is the latest in a string of strategic moves by by SRAM, after announcing the purchase of GPS computer brand Hammerhead<\/a> in January, French pedal specialist Time<\/a> in 2020 and PowerTap<\/a> the year before \u2013 not to mention the earlier acquisitions of RockShox and Zipp in the early 2000s.<\/p>\n

A history of collaboration<\/h2>\n
\""Velocio-SRAM\"<\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/picture><\/div>
The two brands have already collaborated via the Velocio-SRAM Women\u2019s pro cycling team.<\/span><\/figcaption> Tim de Waele\/Corbis via Getty Images<\/i><\/span><\/div>\n

In selling the business, Velocio sought to find a partner that shares its fundamental values, expressing its \u2018three pillars: design, responsibility and culture\u2019. This search led to SRAM, based on what Velocio calls their \u201ccultural compatibility\u201d.<\/p>\n

Velocio and SRAM have, in fact, already worked together throughout the clothing brand\u2019s near 10-year history, co-sponsoring the Velocio-SRAM Women\u2019s WorldTour team in 2015. While the team may have taken a different direction, now recognised as the ever-popular Canyon\/\/SRAM Racing<\/a>, the two brands have continued to collaborate on marketing efforts, such as the launch of SRAM AXS<\/a> in 2019.<\/p>\n

Who is Velocio?<\/h2>\n
\""Velocio\"<\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/source><\/picture><\/div>
Velocio\u2019s motto is \u2018There is a better way\u2019, reflected in the brand\u2019s innovative road and trail-ready kit.<\/span><\/figcaption> Jack Luke \/ Immediate Media<\/i><\/span><\/div>\n

Velocio Apparel offers both road cycling and trail-ready kit, as well as more casual clothing for off-the-bike wear.<\/p>\n

The brand is perhaps best known for its long-standing ethos around sustainability, which not only includes using BlueSign or Oeko-Tex certified materials, but also developing a supply chain using renewable energy inputs, ensuring responsible employment and minimising transport and packaging waste.<\/p>\n

The brand offers a free repair service, as well as being a member of 1% For The Planet.<\/p>\n

Introducing new ideas is at the core of Velocio\u2019s brand philosophy, with technologies such as the pee-break friendly FlyFree concept for women\u2019s bib shorts<\/a> and a generous range of sizing across both men\u2019s and women\u2019s ranges, from XXS to XXXL.<\/p>\n

Change ahead?<\/h2>\n

The manufacturing and product-design aspects of the apparel business will not be integrated into SRAM\u2019s product development and production arm, according to Velocio.<\/p>\n

What will change, however, is a greater level of backing from parent company SRAM to enable Velocio to undertake more in-depth product development, including an even greater focus on sustainable production and delivery, and leveraging SRAM\u2019s international distribution and retail experience.<\/p>\n

\u00a0<\/p><\/body><\/html>\n

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By Katherine Moore Published: Wednesday, 09 March 2022 at 12:00 am Cycling clothing brand Velocio Apparel has announced the sale of the business to SRAM, marking the American brand\u2019s first serious foray into the cycling kit market. The acquisition is the latest in a string of strategic moves by by SRAM, after announcing the purchase […]<\/p>\n","protected":false},"author":24,"featured_media":34021,"template":"","categories":[1],"acf":{"readingTimeMinutes":"3"},"uagb_featured_image_src":{"full":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/03\/sram-expands-into-cycling-kit-with-velocio-apparel-acquisition.jpg",1920,1280,false],"thumbnail":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/03\/sram-expands-into-cycling-kit-with-velocio-apparel-acquisition-150x150.jpg",150,150,true],"medium":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/03\/sram-expands-into-cycling-kit-with-velocio-apparel-acquisition-300x200.jpg",300,200,true],"medium_large":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/03\/sram-expands-into-cycling-kit-with-velocio-apparel-acquisition-768x512.jpg",768,512,true],"large":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/03\/sram-expands-into-cycling-kit-with-velocio-apparel-acquisition-1024x683.jpg",800,534,true],"1536x1536":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/03\/sram-expands-into-cycling-kit-with-velocio-apparel-acquisition-1536x1024.jpg",1536,1024,true],"2048x2048":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/03\/sram-expands-into-cycling-kit-with-velocio-apparel-acquisition.jpg",1920,1280,false]},"uagb_author_info":{"display_name":"importmanagerhub@sprylab.com","author_link":"https:\/\/c01.purpledshub.com\/cyclingplus\/author\/importmanagerhubsprylab-com\/"},"uagb_comment_info":0,"uagb_excerpt":"By Katherine Moore Published: Wednesday, 09 March 2022 at 12:00 am Cycling clothing brand Velocio Apparel has announced the sale of the business to SRAM, marking the American brand\u2019s first serious foray into the cycling kit market. The acquisition is the latest in a string of strategic moves by by SRAM, after announcing the purchase…","_links":{"self":[{"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/rss_feed\/34020"}],"collection":[{"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/rss_feed"}],"about":[{"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/types\/rss_feed"}],"author":[{"embeddable":true,"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/users\/24"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/media\/34021"}],"wp:attachment":[{"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/media?parent=34020"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/categories?post=34020"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}