Endura has announced a new partnership with Atherton Racing that will see Dan, Gee and Rachel Atherton ride in Endura’s flagship MT500 mountain bike apparel and protectors.
Words: Sean White and Endura Images: Endura
We've been big fans of Endura's clothing and kit here at Dirt HQ and have seen this 25 year old Scottish brand evolve, with a range that has never let us down. Atherton Racing will be riding in and helping develop the long-established MT500 collection from Endura. With both clothing for all weather conditions and armour there is more than just race kit here and it will be interesting to see future developments here once they've spent some time in this gear.
The Scottish brand’s partnership with Gee, Dan and Rachel will also include support for Atherton Racing’s next generation riders, including Kade Edwards and Charlie Hatton, and developing talents from the Atherton Academy, such as Mille Johnset (read our Bulletproof Talent feature HERE).
Endura's brand director Pamela Barclay said that the riders of Atherton Racing were a significant addition to Endura’s mountain bike tribe; a diverse collection of riding talents that includes YouTube sensation Danny MacAskill, UK freeride legend Chris Smith, Italian Enduro racers Alex and Denny Lupato, and German adventurer Harald Phillip.
Atherton Racing’s riders will race in jerseys handmade in Scotland, based on the MT500 Print Long-Sleeve Tee. In addition, they will help to develop a race pant to be launched in spring-summer 2019. We'll be keen to see the results of this...
Endura’s range of protection products is another category that will benefit from Atherton Racing’s input. Rachel, Gee, Kade and Charlie will race this season in items due for launch in 2019 giving feedback that will help in the development process.
“There is a buzz around aero gains across all tribes of racing right now and we plan to bring our proven expertise and manufacturing might in this area to bear on the downhill course.... watch this space."
Endura says that they've wanted to work with Atherton Racing for some time now. "Their success is a given, and to that extent, a partnership is a no-brainer for Endura, as we already work with a host of world class athletes, across a range of cycling tribes. Dan, Gee and Rachel offer something more and embody the Endura mantra of 'Renegade Progress'. Sometimes, you have a hunch that a group of people share your outlook on life, and we’ve always admired the way that they go racing: with commitment and dedication, but an unmistakable sense of fun. It already feels like a good team"
“Dan’s bike park project could have real significance for Welsh tourism, Gee is a world class rider at the top of his game, while Rachel’s dominance of women’s downhill racing speaks for itself; not that she is one to let others speak for her – a quality we admire immensely at Endura"