The Three Stripes Hit the Dirt: adidas and Norco Unveil New UCI Downhill Team

The "Three Stripes" are lining up at the start gate with Norco Bicycles. Today, adidas and Norco Bicycles pulled the curtain back on a massive multi-year title partnership, announcing the formation of the Norco adidas Race Division.

While we’ve seen Five Ten (under the adidas umbrella) as a staple in mountain bike footwear, this marks the first time adidas is stepping up as a title-level partner for a UCI World Series downhill program. It’s a statement pairing one of the world's largest...