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Assos introduces S7 ‘Game Changer’ next generation cycling shorts


After six years in development, Swiss apparel specialist Assos has introduced what it calls the new industry benchmark in cycling shorts, the S7. Assos has ‘raised the bar on the comfort and performance benchmarks set by the S5, which was introduced to the cycling world in 2008.’

As noted by the company, the Assos S5 generation of cycling shorts have won more tests and awards than any others, and for the past six years, have been ‘the world’s ultimate cycling shorts’.

The Assos design team was challenged by an R&D brief that demanded improvements on the S5. To achieve success they had to rethink everything. They started by creating the fastest aero skinsuit, the Fenomeno that was made specifically for one event, the time trial at the 2012 London Olympics.

Assos Centro Studio then took that unique knowledge and applied it to an entirely new generation of cycling shorts that exceeded previous comfort and performance benchmarks. In the development process, four new technology patents were created for a total of six Assos patents featured on the S7 generation cycling shorts.

When Assos CEO Roche Maier was asked if the world really needs better cycling shorts he responded, “Yes, absolutely. The S7 is a game changer. These shorts will set the standards for both the ultimate in performance and total comfort in the saddle. When it comes to keeping cyclists comfortable, we need that every day, on every ride and in every condition.”

Hans Bergman, Director of Sales and Marketing for Assos North America added, “It took us (Assos) six years to perfect these shorts, and after riding in them, I now understand why it took so long to create. The S7 is superior than its predecessor, and most of us thought that was an impossible feat.”

The Assos S7 Generation of Cycling Shorts are: lighter, lower volume, fewer seams, less friction, softer compression and more breathability (compared to S5).

The S7 generation is one platform including 4 models; Neopro, Équipe, Cento and Campionissimo, each serving a specific need but all for the same Assos rider. The Équipe is the first model released and is available now at select Assos retailers in North America. The Neopro and Cento will be available in January 2014 and the Campionissimo in March.

Based in Ticino ‘Terra di Ciclismo’, Switzerland, Assos SA was founded in 1976 with the creation of the first ever Lycra cycling shorts. Thanks to its continued investments in R&D, the company has developed a number of innovations: first Lycra shorts (1976), first sublimation on a cycling jersey (1980), first elastic interface cycling short insert (2001), Choose your Comfort concept (2003), Project Starburst, ‘the fastest cycling bodysuit on earth’ (2004), and S5 the ‘next cycling shorts generation’ (2008).

Assos provides its Total Cycling Comfort concept to more than 30 countries around the world. The integrity of the brand is safeguarded by carefully selected distributors who present Assos products to their markets with local expertise. Assos North America, based in Montreal, Canada, represents cycling retailers in the United States and Canada.




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