Primal Wear Partners with for the 2010 Le Tour Challenge

Cycling enthusiasts with the fastest "virtual times" during the Tour de France will be awarded stage jerseys designed and produced by Primal Wear

Denver, Colo. - June 16, 2010 - Primal Wear, a leading designer and manufacturer of branded and custom technical cycling clothing, today announced its partnership with, the Internet's premier provider of online mapping and training tools for cyclists, to design and provide jerseys for the upcoming 2010 Le Tour Challenge benefiting the American Diabetes Association (ADA) and powered by and Versus.

The 2010 Le Tour Challenge will run concurrently with the Tour de France, July 3 - 25. During The Challenge, cyclists anywhere in the world will be able to "virtually" compete against one another and the pros in the Tour de France peloton to potentially win Le Tour Challenge Yellow, Sprint, King of the Mountain, Time Trial, Red Rider, Youth and Top Fundraiser jerseys.

"Cycling awareness and enthusiasm always peaks during the Tour de France," said Dave Edwards, founder and CEO of Primal Wear. "Partnering with is a great cross-promotional opportunity for both of us as much as it is a chance for us to continue supporting diabetes research."

Using smart phone applications or GPS devices, cyclists of all abilities will be able to upload their ride information to where it will be converted into "virtual" finish times for that day's Tour de France stage. The day's stage jersey winners will be figured by comparing participants' "virtual" times against one another and the times actually posted by the pros racing in France.

"Jerseys and the Tour de France are synonymous. You can't have one without the other," said Robin Thurston, CEO of MapMyFitness. "Primal Wear was a natural choice to be our jersey partner because it represents an authentic passion for the sport and has become one of the best recognized jersey brands in the world. Plus, Primal Wear is already an avid supporter of the ADA and provides jerseys for all of its events in North America."

For the eight Le Tour Challenge jerseys, including a women's argyle style yellow jersey, Primal Wear is providing its Race Cut Raglan jersey, which uses proprietary Q3 Elite Fabric, full length YKK® hidden zipper, tagless neck label, and full sublimation graphics.

Last year more than 25,000 cyclists from nearly 90 countries participated in Le Tour Challenge, collectively riding approximately 1.4 million miles.

More information about Primal Wear is available at For more information on Le Tour Challenge, please visit

About is the cycling-focused site of MapMyFitness, Inc. MapMyFitness, Inc. provides active individuals with the tools and community they need to succeed and excel in their athletic pursuits. The MapMyFitness, Inc. suite of websites is the premier source of community-based fitness content, tools, calculators and mapping technologies. MapMyFitness offers its users the practical means to visualize their health and fitness training progress through the use of maps, workout logs, fitness calculators/tools, user-led community groups, and its innovative mobile application iMapMy. MapMyFitness, Inc. includes:,,,,, and

About Primal Wear
Primal Wear, founded in 1992 by avid cyclists, manufactures highly technical and authentic cycling clothing and some of the most recognizable jerseys in the world. Primal Wear ( has stayed true to its grassroots culture while steadily growing its customer base by providing branded and custom clothing to hundreds of thousands of cyclists every year from around the globe. As a company of die-hard cyclists committed to improving the sport, and designers dedicated to innovation and creativity, Primal Wear keeps in touch with the soul of the sport and its business.

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Media Contact:
For Primal Wear - Chip Smith, SOAR Communications, 801.656.0472 x1/801.597.7515 (cell),
For MapMyFitness, Inc. - Sara Massengill, 303.219.0914,


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