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Mavic to Launch Branded Softgoods Line

Published January 14, 2008

ANNECY, France (BRAIN)—Mavic will launch a full range of cycling footwear, apparel and accessories next year for the spring/summer season. The line will replace the Adidas cycling line.

Over the last five years, Mavic has been responsible for all aspects of the Adidas cycling line including design, development, production, sales and marketing. In order to focus on its own brand, Mavic decided not to renew its licensing agreement with Adidas beyond December 2008.

“We decided to stop the licensing agreement and turn it into the Mavic softgoods line,” said Michael Berlinger, communications manager for Mavic. “The decision was influenced by the fact that the Mavic brand was centered at the heart of cycling. We are taking the know-how and technology and everything we’ve learned and repositioning it into a softgoods line that better reflects who we are as a brand.”

The dedicated softgoods team in Annecy, France, has already begun working on the new Mavic line.

“The new line will more closely resemble the product positioning of Mavic at the heart of cycling through shoes and apparel, just as we do with wheels and components,” Berlinger said.

Mavic will present its new softgoods collection to retailers in June.

Mavic will continue to provide the same level of service to its retail partners that are currently selling Adidas cycling products through the Fall/Winter 2008 season.

—Megan Tompkins

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