On 1 January 2026, EF Pro Cycling officially announced a multi-year technical apparel partnership with ASSOS of Switzerland, marking the end of a seven-year collaboration with Rapha that defined the team's identity as the peloton's most fashion-forward outfit.
The deal encompasses the men's WorldTour team (EF Education-EasyPost), the women's WorldTour squad (EF-Oatly-Cannondale) and all development programmes. Unveiled in Ticino, Switzerland, the partnership positions EF as a primary testing ground for ASSOS's design feedback and WorldTour performance focus.
"Together, we will challenge convention, test limits, and create apparel that delivers real advantages in the most demanding race environments," said ASSOS CEO Edwin Navez.
The transition represents a notable shift from Rapha's historic branding focus to ASSOS's performance-obsessed design. Founded in 1976 and credited with developing the first Lycra cycling shorts, ASSOS brings a technical heritage focused on aerodynamic efficiency and textile innovation rather than cultural disruption.
The end of collab culture
The Rapha era transformed how WorldTour teams interact with fans and sponsors. Since 2019, EF and Rapha used the peloton as a canvas for cultural experimentation, most notably through collaborations with Palace Skateboards that produced iconic kits across several Grand Tours - including the 2020 Giro d'Italia and 2022 Tour de France Femmes avec Zwift.
Beyond visual disruption, the partnership pioneered the Alternative Calendar, sending WorldTour professionals to events like Unbound Gravel and the Leadville Trail 100 MTB. Rapha CEO Fran Millar described the creative relationship as having reached a natural, if "tired", conclusion after seven years.
"EF Pro Cycling and Rapha set out to disrupt the world of cycling together," said EF CEO Jonathan Vaughters. "We made some noise, and brought new people into our sport."
Brand musical chairs
The ASSOS move triggered reshuffling across the professional peloton. ASSOS departed Tudor Pro Cycling after three seasons to secure the WorldTour platform vacated by Rapha, prompting Tudor to announce a partnership with Italian brand Sportful for 2026.
The convergence of expiring contracts created a clear upgrade path for ASSOS, moving from ProTeam level with Tudor to a major WorldTour sponsorship with greater visibility and commercial reach.
We expect the 2026 EF kits to adopt a more restrained aesthetic than the Palace Skateboards era - reflected in the initial kit reveal. While the team's signature pink identity remains, the focus shifts to functional fabric placement, seam reduction and broader holistic design for technical performance.
The collaboration is framed as a research-and-development alliance aimed at "finding the future of speed", prioritising wind-tunnel testing and race-day execution over capsule collections. This mirrors EF's ongoing technical partnership with POC, extended for four years in late 2024 to continue co-development of helmets and eyewear.
My perspective
Rapha x EF was one of the most distinctive brand partnerships in cycling history – a case study in how kit, storytelling, and culture can align to create something bigger than just another logo on a WorldTour jersey.
It proved what’s possible when a brand adds to the narrative rather than simply appearing in it.
I’m genuinely curious to see what ASSOS do next, and the brand certainly has ample heritage and technical pedigree on its side. Can they build a chapter with the same cultural gravity and media pull?
