If you’re like my friend Esmeralda, you will get very excited by the mention of the “s” word. Yes that’s right “shoes”. She lives for shoes, she has only got two feet but she has one hundred pairs of shoes and counting. No matter that these aren’t out till 2009 and there is no picture yet Esmeralda will be very happy.

PRESS RELEASE

Annecy, France
14/01/2008
Mavic is proud to announce a major step in its growth by
launching a full range of cycling footwear, apparel and
accessories starting in the spring/ summer 2009 season.
Mavic has very deep roots in cycling dating back to its creation in 1889
and throughout its history it has been pioneer in new technologies for
cyclists. It is in the same innovative spirit that Mavic is developing
softgoods.
Mavic has been responsible for all aspects of the adidas cycling
softgoods products for the last five years (design, development,
production, sales and marketing).
Mavic will continue to provide the same level of service to our retail
partners which are currently selling adidas cycling products through the
Fall/Winter 2008 season.
In order to focus on the Mavic brand, the decision has been made to
not renew the licensing agreement with adidas beyond December 2008
The dedicated softgoods team has already begun extensive work on
the new Mavic offer.
The Mavic softgoods range will reflect both Mavic’s unique brand
positioning at the heart of cycling and the innovative spirit of our
products. Mavic is an innovative creator of technical products for
practices as diverse as triathlon, track, road and mountain bike and this
will be reflected in the Mavic Softgoods.
The new softgoods collection will be presented to the press and to
retailers in June 2008 .

MAVIC GOES FOR THE SHOE