Assos has entered a three-year partnership with Team Dimension Data as the team’s technical cycling apparel supplier.
From 1st January, Assos will outfit both the Qhubeka WorldTour licensed team and the Qhubeka Continental team.
The riders will also be collaborating with Assos to assist in research and development for product innovation and to promote the #EquipmentNotClothing and #SponsorYourself brand ethos.
Phil Duff, Assos chairman and CEO, said: “The mission and ethos of Team Dimension Data pairs exceptionally well with our ‘Sponsor Yourself’ revolution and the spirit within the team is outstanding.
“Of course, Assos will use all its resources to support the athletic goals of Team Dimension Data — we want to win races — but, in addition, our missions are aligned with regards to making the world a better place by getting more people on bikes.”
Roche Maier, créateur, brand and product chief at Assos, said: “Racing at the top level has been in our DNA since the birth of the brand in the late ’70s and is our raison d’être.
“Our main reason to partner with Data Dimension is not primarily the marketing exposure but the opportunity to integrate Assos Werksmannschaft test protocols inside the team and provide us with an ideal platform to stress test new technology and components.
“With Team Dimension Data we have a WorldTour partner who not only shares an appetite for winning but developing future cycling technology.”