adidas and Norco unveil the Norco adidas Race Division, a new team that will compete on downhill’s biggest stage during the UCI Downhill World Series. The launch comes as the two brands announce a multi-year title partnership, marking the first time adidas is partnering at title level with a UCI World Series downhill program and bringing the Three Stripes to the start gate and podium.
Built around athlete-led product development and race-level elite testing, the partnership reflects a long-term commitment to performance innovation, elevating the sport, and enriching mountain biking and its culture. The team – which includes racers Gracey Hemstreet, Danny Hart, Erice Van Leuven, Bodhi Kuhn and Lina Frener – will also be equipped with off-bike lifestyle and performance wear. This includes the Terrex Agravic GTX, the Adizero Evo SL and apparel from the Z.N.E range alongside the 5.10 Hellcat Pro performance footwear, one of the most successful clipless shoes of a generation, which team director Greg Minnaar shared insights from his career to support the product development process.
Norco is committed to supporting equality in mountain biking beyond the race circuit, and to creating a team environment where every athlete is supported to perform at their best. With a roster that includes more female riders than male, the Norco adidas Race Team aims to contribute to meaningful progress through visible representation and long-term commitment.
Kerryn Foster, GM specialist sports at adidas said: “The launch of the Norco adidas Race Division marks an exciting new chapter for adidas, raising our visibility in mountain biking and demonstrating our commitment to developing performance product designed specifically for elite downhill athletes. This partnership represents a long-term strategic commitment to shaping the culture and performance benchmarks of mountain biking for years to come.”
Luke Hontz, Senior Product Manager, adidas said: “Partnering with a brand like Norco, which has a deep and respected heritage in mountain biking, is a natural fit. By combining our product expertise, deep mountain bike credibility and award-winning Five Ten technology with Norco’s rider-focused design, this program is ready to provide only the best for the team on the world stage. We can’t wait to see what this team achieves on the World Series circuit this season and in years to come.”
Elisabeth Petersilie, Brand Director, Norco said: “This partnership is a big step for Norco. adidas shares our belief that the highest level of performance comes from real testing, real feedback, and real standards. This is exactly what this is built program on. It also reflects the level of commitment we’ve made behind the scenes; not just in supporting athletes, but in continuing to develop and refine our downhill race bike at the highest level of the sport. With adidas stepping in as a title partner, it gives the team a stronger platform to compete at the top level and helps raise the standard for how we support athletes and how we show up in the sport for the long haul.”
The Norco adidas Race Division will make its debut at the race in the World Series season in the Republic of Korea on May 1st-3rd.
