ASSOS Partners with Cycling Legends to Launch Heritage Jersey

For Immediate Release
Publish date:

Stabio, Switzerland - February 26, 2018 


Cycling Legends

Technical cycling apparel brand, ASSOS of Switzerland launches today a film to promote the release of a new jersey celebrating the company’s founder, Toni Maier.

Delving into its deep history, ASSOS worked alongside some of the most iconic cyclists of the modern era who are each associated with the brand, including Bernard Hinault, Miguel Indurain, Joop Zoetemelk, Greg Van Avermaet, Nicolas Roche and Urs Freuler.

During the film, these cycling greats bring to light the advancements that have been made in cycling since ASSOS was founded in 1976 and the contribution that Toni Maier made to this. Responsible for the first foray into carbon fiber, the first use of Lycra, and the first sublimation on sports apparel, Toni Maier has been the driving force behind 40 years of technical advancement within the cycling industry. This 20-minute documentary follows the riders’ open discussion about the changes seen in the technology and apparel used by the best riders in the world since 1976, highlighting Toni Maier and the ASSOS brand’s role in this change.

“We wanted to create a jersey to pay homage to Toni Maier and to celebrate how far the brand has come over the past 40 years,” says Phil Duff, CEO of ASSOS. “Having these cycling greats together in one room exchanging stories really brings to life the impact that ASSOS has had in the pro peloton since 1976 and how these advancements have fundamentally impacted their careers, past and present.”

The film ‘forToni: A history of Firsts’ can be viewed here: and will be shown at a selection of ASSOS dealers and mono-brand stores over the coming months.

The forToni jersey is available for purchase now through ASSOS dealers and


After more than forty years making apparel for the most passionate cyclists, ASSOS places great emphasis on delighting the rider who lives to push the limits. In 1976, ASSOS of Switzerland was founded by Toni Maier with an unlikely advancement, the first carbon fiber bicycle frame. Whilst endlessly researching aerodynamics on the bike in the wind tunnel, Toni soon came to realize that the clothing the riders were wearing was in fact the main cause of drag. At this point, Toni turned his attention to clothing and invented the first Lycra® cycling shorts. This invention led to pro teams paying to wear ASSOS shorts during the Tour de France and to date, ASSOS is proud to have played a role in more than 350 gold medals at world championships and Olympic games.

ASSOS works side by side with suppliers and gathers feedback from its internal test team to produce fabrics that offer optimum comfort for the rider. As a result of its continual investment in R&D, the pioneering company is behind additional key innovations that have shaped the evolution of the cycling world and have now become industry standards. These include the first sublimation of a cycling jersey in 1980, the first elastic interface cycling short insert in 2001 and the creation of the fastest bodysuit on earth in 2004.

Today, ASSOS prides itself on supplying total cycling comfort to the top level within competitive cycling through multiple sponsorships of World Tour teams and riders. But away from the medal haul, passionate and ambitious cyclists in more than 30 countries across the globe glean the same benefits from the ASSOS innovation, thanks to the brand’s worldwide distribution via 1,000 independent top bike stores as well as its own boutiques and corporate online store.


Casey Raymer


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