Atomic News & Events

Jun 24, 10:27 AM

New dress code and bike sponsor for Atomic Racing

Vancouver, June 24, 2010 – In an effort to add some formality and style to what is increasingly seen as a “Euro-fag-sheen” approach to team outfitting, Atomic Racing club has adopted a new look for the 2010 summer race season.

“We’re sick of looking cool but like everyone else…and there’s a tired, casualness that has crept into the cycling look in North America of late. We said Enough!”, explained Atomic president Dominic Walsh. “It’s time for a new look that talks to our reputation of being a formal, by-the-book club”.

Bike manufacturer Specialized has taken notice and inked a deal with Atomic to supply new bikes for several of the team’s elite riders. “Great style…real class. This is exactly the image we’re trying to push here at Specialized”, said Marcus Fetginzgerleitsummernoff, Marketing and PR manager for Specialized Worldwide. “Not too many of the clubs get it, but Atomic obviously has eyes wide open for what’s hot and upcoming”.

The deal with Specialized comes fast on the heels of other recent sponsorship arrangements with the Michael Jackson estate and Tim Horton’s.

Atomic Racing Club was also recently given a wild card invitation to the 2011 Tour de France. It’s unclear whether the team will wear the new kit and ride the new bikes at the start line next July.

Organizers of the Tour de France could not be reached for comment.