ASSOS of Switzerland and Tudor Pro Cycling have confirmed their three‑year partnership will conclude at the end of the 2025 season, clearing the way for a major WorldTour kit reshuffle that also includes Rapha’s exit from EF Education‑EasyPost at the same time.
The tandem contract endings have intensified industry expectations that ASSOS will step into EF’s kit slot for 2026, although neither ASSOS nor EF has announced a deal.
In a joint statement issued on Tuesday, the Swiss brand and the Swiss ProTeam described the decision as mutual and “fully aligned,” citing evolving strategies. Tudor said it will unveil a new technical partner “in the coming days,” billed as a collaboration with a “historic brand." Both parties thanked riders and staff and underlined that the split follows a productive period of product testing and innovation.
The developments follow October’s confirmation that Rapha and EF will end their seven‑year collaboration after 2025. Rapha chief executive Fran Millar told a group of journalists, including Velora editor Peter Stuart, in October that she initiated the change because “as a customer and fan of the sport I felt that relationship had gotten tired,” adding that Rapha wanted to refocus on being disruptive in other parts of elite and participation cycling.
The timing is conspicuous. With Rapha stepping away from WorldTour team kit and ASSOS simultaneously parting company with Tudor, the logistics align for a move that has been widely rumoured in the trade: ASSOS dressing EF from 2026.
That scenario remains unconfirmed, yet it would represent a significant pivot in aesthetic and emphasis. EF’s Rapha era was defined by bold, often theatrical kit drops and culture‑led campaigns. ASSOS, long positioned as a performance‑first technical house with Swiss precision, has historically prioritised fabric development, fit and aerodynamics over seasonal storytelling.
If the switch materialises, expect EF’s look to become more restrained, with the spotlight on textile tech and race‑day execution rather than capsule‑collab theatre. It would also give ASSOS a headline WorldTour presence in a team that races for visibility across grand tours, one‑day monuments and a still‑eclectic programme, a platform arguably larger than a young ProTeam.
Until EF or ASSOS confirm a new agreement, the ASSOS‑to‑EF narrative sits squarely in the rumour column, albeit with timing and strategic logic that are hard to ignore.
Eyes now turn to January 2026, the traditional window for kit reveals. Expect EF’s new look to break then if a deal is done, along with confirmation of Tudor’s supplier.
