Mavic to Launch Branded Softgoods Line, Ending Adidas Deal

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,” says 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 soft goods team in Annecy, France, has already begun working on the new Mavic line.