Rapha | Evolving Consumer

Color of Controversy

This week the Giro d’Italia kicks off in Northern Ireland and begins surprisingly on a Friday – not a Saturday. The biggest controversy however could be off the course as Rapha has launched a memorial jersey in honor of Marco Pantani. While a percentage of each jersey will go to the Pantani Foundation, which encourages troubled teens to get into cycling, the choice of jersey still remains a bold choice – given that Pantani was disqualified from the 1999 Italian classic for testing positive for performance enhancing drugs.

However, some are seeing that Pantani still brought a certain level of panache to the sport, and through the foundation could perhaps some youngsters to steer clear of trouble.

[Via BikeRadar: Commemorative Rapha Pantani Jersey launched]

Sky Suits Up

If you thought existing cycling apparel was already a little revealing Rapha has introduced a new Road Race Mesh Skinsuit that takes it up a notch. The skinsuit is meant to breathe and then some. It is designed for ultra hot weather locations such as Qatar and Oman, but it does leave little to the imagination! Continue reading Sky Suits Up

Tour de Force

While you didn’t ride to victory in the Tour de France (unless you are Chris Froome and we’d be impressed if he were reading this), you can still suit up like this year’s winner. Rapha has released a special edition Team Sky Tour de France victory jersey. Available in September it will feature the team riders’ names are printed on the rear pocket and features sponsor logos, and even a yellow strip on the arm and down the back.

The company is also launching a slim-fitting black cotton victory T-shirt that carries the outline of France (surprisingly doesn’t include Corsica) and includes the names of the nine squad members of Team Sky. Continue reading Tour de Force