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Press Releases

Swiss Cycling Apparel Brand, ASSOS of Switzerland, Announces the Launch of New Website

For Immediate Release

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Stabio, Switzerland – December 15, 2017 

Assos Logo

ASSOS of Switzerland, a technical cycling apparel brand, has announced today the launch of a new, redesigned version of its website. The major website redesign aims to improve the online retail experience for the consumer through a new, intuitive design, more detailed imagery and a strengthened commitment to communicating the technical aspects of the apparel.

The website offers an easy to use platform for clubs and teams to order custom kit with products ranging from summer through to winter. Teams are able to choose products from different price points and fits, and customize gear with their logo and choice of color and pattern.

Improvements to the website mean it is now more relevant to the female shopper through a designated women’s section. Additionally, the site is now available in five languages: English, German, French, Italian, and Spanish, and customers have the opportunity to read and leave reviews of their products, helping to make informed decisions when purchasing items. The new blog section, Short Stories, shares stories from pro-team sponsorships, information on ambassadors, tips on what to wear on the bike, and more. There are also added benefits available to those signed up to the My Account service – a system that stores your information and previous purchase history to assist in the purchasing process.

Moving into 2018, additional features will include a platform to delve into the rich history of the brand through an interactive timeline going back to its launch in 1976, showcasing archived imagery, videos and the added benefit of shoppable content. Bringing it up to modern day, the integrated social media feeds will relay the latest news and current happenings from the brand. Additional features will also be added for MyAccount holders, a loyalty program where members can access their digital wardrobe, as well as enjoy the chance to benefit from private sales and the opportunity to purchase items before they go on general sale.

The new and improved ASSOS website communicates the ethos of the brand and its passion for cycling. “The homepage acts as a central hub for customers to understand our technologies and the story behind the brand, as well as providing a one-stop shop for all the cycling apparel a cyclist needs,” says ASSOS Chairman and CEO, Phil Duff. “It demonstrates to our customers how far we have come from since developing the first Lycra® shorts in 1976 right through to today, where we now offer worldwide distribution through, ASSOS retail stores and our network of 1,000 carefully selected bike shop partners worldwide.”



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