Press Releases

adidas Outdoor Enters into Long-Term Partnership with WE-cycle Bike Sharing Program in Aspen

LOS ANGELES (May 19, 2015)adidas Outdoor, the athletic brand in the outdoors, today announced its partnership with WE-cycle, a nonprofit bike sharing initiative to reduce both carbon emissions and traffic congestion in Aspen, Colo. adidas Outdoor has signed on as title sponsor of the WE-cycle program, now open for the 2015 season. As title sponsor, adidas Outdoor will be visible on 100 bikes at 16 stations across Aspen. Additionally, WE-cycle employees will wear adidas Outdoor apparel and footwear.

“We look forward to having adidas Outdoor as WE-cycle’s title sponsor commencing this month,” said Aspen Mayor Steve Skadron. “adidas Outdoor’s strong belief in the benefits of being outdoors and sustainability speaks to the heart and soul of Aspen. You see this spirit come alive in their level of community engagement and their commitment to encourage people to ride bikes, instead of hopping in a car. Everyone benefits — our community, our residents and our retailers.”

Through the partnership, adidas Outdoor will have a presence at WE-cycle activations including the Aspen Bike Bash, USA Pro Cycling Challenge, WE-cycle Rides and other scheduled events during the season. WE-cycle riders can also engage with adidas Outdoor during the season through the “adidas Outdoor Challenge,” where passholders have a chance to win adidas Outdoor merchandise and other prizes.

“Increasing our presence in Aspen has become a major focus for us, and partnering with WE-cycle is the perfect way for us to show our dedication to the community and our continued commitment to getting more people outdoors,” said Greg Thomsen, managing director adidas Outdoor U.S. “WE-cycle’s successful bike sharing program brings vitality to Aspen’s downtown, provides a fast, fun, and sustainable way to get around and gives us another way to support our local retailers. Aspen is committed to enhancing and diversifying its outdoor economy, and its values are aligned with ours.”

adidas Outdoor partners in Aspen, including Aspen Alpine Guides, The Sports Center and Ute Mountaineer, will also be visible on select WE-cycle bikes. Aspen Alpine Guides, a professional guide service providing quality guiding adventures year-round in Aspen, have been outfitted with adidas Outdoor apparel and footwear from the Terrex line for both summer and winter excursions. The adidas Outdoor Terrex line is designed for fast and light high-performance activities.

“WE-cycle enthusiastically welcomes adidas Outdoor to Aspen as our 2015 title sponsor,” said Mirte Mallory, WE-cycle’s co-founder and executive director. “We are pleased to partner with a company focused on innovation paired with a passion to protect and experience the outdoors.”


About WE-cycle: Opened in 2013 as North America’s first and only bike share system located in a mountain resort town, WE-cycle, a 501c3 nonprofit, is committed to providing easily accessible and affordable bikes within Aspen for in-town transportation and as the “last mile” connection to transit options. WE-cycle’s vision is one of increased bike and multi-modal transportation use fostering a more livable, vibrant, healthy, and environmentally engaged community. WE-cycle’s Founding Partners include The Aspen Institute, Aspen Meadows Resort, Aspen Skiing Company, Aspen Valley Hospital, City of Aspen, Genshaft Cramer LLP, Nick DeWolf Foundation, TheMyersRobertsCollective, Pitkin County, and the Roaring Fork Transportation Authority. Aspen | Snowmass Sotheby’s returns for the third years as WE-cycle’s 2015 Presenting Sponsor.

About adidas Outdoor: adidas Outdoor is the athletic brand in the outdoors. The company’s founder, Adi Dassler, designed equipment solutions for athletes that improved their performance. The long history of adidas Outdoor began in the 1970s with the creation of the first light trekking shoes. Climbing legend Reinhold Messner helped adidas design super light and fast approach hiking shoes for his first Everest ascent without supplemental oxygen in 1980. The tradition continues today with products influenced by Messner, as well as notable extreme outdoor adventurers from around the world.