In 2022, the clothing brand La Passione cycling will be the technical partner of the Movistar team, the oldest cycling structure and member of the UCI World Tour / Women's World Tour. Over the next season, the team including Alejandro Valverde, Enric Mas and two of the biggest stars in women's cycling, Annemiek van Vleuten and Emma Norsgaard, will wear technical cycling clothing designed and produced specifically by the Italian brand.
Photos: Movistar and the Passione
"as many people already know, I have been passionate about cycling since I was a child. Therefore, I am to announce that this agreement has been finalized. After this period of continuous growth that our company has experienced in recent years, we felt that the time had come to open a new chapter for La Passione by entering the world of professional sport as a partner of an important World Tour team. We chose the team with the longest tradition. During our first meetings with Eusebio Unzué and his team, we wanted to create a common growth based on high-performance products, "explains Giuliano Ragazzi, founder and CEO of La Passione. "we will see the feedback we receive from athletes and performance service as a valuable asset as they will be crucial to further improve our products. All the innovations resulting from these returns will be available on a daily basis to those who choose to wear La Passione clothing, who will also be able to take advantage of very advantageous prices thanks to our business model of direct sales to the consumer. "
Eusebio Unzué, general manager of the Movistar team: "for us, two main objectives have always been pursued when we chose who to partner with for all types of equipment: increasing our performance and aiming for a form of aesthetics. In this sense, I have the impression that we are going to achieve an optimum level on both levels with the Passione. It is a strong new brand with a well-defined personality, as is the Movistar team. These are two attractive brands that work together to offer fans the most stylish cycling clothing. "
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The products developed by La Passione seek to combine beauty and technology. "in terms of style, we plan to build on a tradition built on the legacy of a team founded in 1980 while creating new codes that will highlight today's athletes. In addition, the Movistar team was one of the first to believe in the development of an important section for women cyclists and, in this area, the Passione will make an important contribution. Yurika Marchetti, co-founder of the Passione, continues.
La Passione will soon present the outfits used in racing by professional athletes.
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