Source:
https://scmp.com/country-reports/country-reports/topics/switzerland-business-report-march-2019/article/2189514/riding Country Reports
Riding the way to victory with ASSOS of Switzerland
- More than 350 Olympic and world championship medals have been won wearing ASSOS
Supported by:
Discovery Reports
From left: Roche Maier, chief créateur, and Philip Duff, chairman and CEO
Cycling as a competitive sport requires tremendous mental and physical readiness for athletes as they prepare for the challenges of the open road. Their choice of gear also makes a critical impact on overall performance; this is why ASSOS of Switzerland creates the ultimate biking apparel to empower athletes and enthusiasts to go the distance.
“Our philosophy is ‘Sponsor Yourself’ – this means to do something good for yourself by choosing ASSOS,” says chairman and CEO Philip Duff.
Made by cyclists for cyclists, ASSOS was founded by professional athlete Tony Maier. In 1976, he developed the first carbon bicycle frame, which was far ahead of its time. From there, Maier explored other avenues to continuously improve the bike-riding experience. This led him to develop the earliest Lycra cycling shorts and later shirts, jerseys, jackets and more.
ASSOS was also among the pioneers to invent the first synthetic, flexible and stretchable cycling shorts insert pad, the industry benchmark to this day. The company nurtures a strong innovation culture that gave way to more than 150 patents by investing 10 per cent of revenues in research and development.
Athletic teams such as Team Dimension Data, Swiss Cycling and USA Cycling choose ASSOS gear for unparalleled comfort and unbeatable performance. More than 350 Olympic and world championship medals have been won wearing ASSOS.
Partnering with some of the best riders worldwide gives ASSOS an opportunity to create, experiment, develop new advancements and test products. Among these new products are off-road and mountain-biking apparel. Along with pursuing product expansion, ASSOS targets a broader geographical scope by expanding its distribution channels such as online and bike shops.
Though its main markets include Europe and the United States, ASSOS seeks to bring its products to Asia, particularly China, and eventually build an ASSOS office with a local sales force.
“We seek retail partners equally passionate about cycling and serving the rider,” Duff says.