2024 sees the debut of MAAP in the pro peloton as apparel sponsor of British Women’s Continental Team Lifeplus-Wahoo. Bringing their signature design aesthetic, MAAP will be providing the team with race kit, training wear and off-bike apparel, this latest venture marking the continuation of MAAP’s pursuit to progress the sport through its product and the programs it supports.
Existing at the intersection of performance and purpose, MAAP and Lifeplus-Wahoo represent two organisations challenging convention in cycling. Their partnership marks a commitment not only to drive the team’s performance but also to play their part in propelling the sport of professional women’s cycling to the next level.
Lifeplus-Wahoo has been a long-standing feature of the British and European cycling scene. Starting as a domestic team and evolving through various guises, they are now one of the leaders in the current crop of Continental teams. Their strong performances last season will see them return to battle it out with WorldTour teams throughout 2024 including at the Tour de France Femmes.
Tom Varney, Lifeplus-Wahoo General Manager: “As we head into our 9th season as an independent women’s team, it’s truly special to be able to partner with MAAP, a brand we see as the market leader in cycling apparel. We’ve felt reinvigorated by their support, not only by the fresh kit design but also their commitment to our founding principles of fostering a supportive environment for our riders to flourish no matter their age or background.”
As well as outfitting the team, MAAP will also be lifting the lid on what it takes to make it in the world of women’s professional cycling through an exclusive series of behind-the-scenes content. With women’s cycling consistently deprived of the attention it deserves, the series will show the level of determination, complexity and desire on the show is no different to the men’s side of the sport and look to correct the current imbalance.
Oliver Cousins, MAAP co-Founder and co-CEO: “We’re honoured to be sponsoring the Lifeplus-Wahoo professional women’s team. The team’s values, focus and commitment to the progression of women’s cycling is truly inspiring. For us at MAAP, this is not just a commitment to excellence in cycling; it’s a vital investment in the empowerment of women in sports. We want to foster athletic prowess as well as actively propel the sport forward by cultivating a more equitable future in the world of cycling.“
Lifeplus-Wahoo will be appearing in their new kit for the first time January 12th at MAAP’s home WorldTour race, the UCI Tour Down Under in Adelaide, Australia. MAAP will be hosting a pop-up experience where fans can get exclusive access to an accompanying Lifeplus-Wahoo capsule featuring the replica race jersey, bibs, off-bike tees and accessories.
The pop-up will be running from the 13th to the 21st January, find out more information about at adl2024.com. The Lifeplus-Wahoo capsule will then be made available to purchase to all from January 16 at MAAP.cc and select partners.
Find out more about the Lifeplus-Wahoo team here.
Discover the LPW capsule here.