Adidas has entered into a multi-year title partnership with bicycle manufacturer Norco to form the Norco adidas Race Division. This new team is expected to compete in the UCI Downhill World Series.
This collaboration marks the first time Adidas has taken a title-level role with a downhill racing program. The Norco adidas Race Division team includes a roster of elite riders such as Gracey Hemstreet and Danny Hart. The partnership is structured around athlete-led product development, with Adidas providing performance footwear and off-bike lifestyle apparel, while Norco contributes its 60 years of bike-building expertise. The team's equipment includes the 5.10 Hellcat Pro clipless shoes, which were developed with input from team director and veteran racer Greg Minnaar, alongside technical footwear and clothing from the Terrex, Adizero, and Z.N.E lines.
Image Credit: Adidas x Norco
What's Driving This Trend
- Athlete-led Product Development
- Elite rider input is reshaping performance gear design by turning competitive racing teams into live testing environments for footwear, apparel, and equipment innovation.
- Lifestyle-performance Crossover
- Downhill racing collaborations are creating space for products that blend technical sport utility with off-bike style, expanding niche athletic gear into broader consumer markets.
- Title-level Brand Partnerships
- Major apparel brands entering ownership-style roles in specialized sports teams signal new sponsorship models where product development, athlete visibility, and brand storytelling are deeply integrated.
Who This Affects Most
- Sportswear
- Performance apparel companies can use extreme sports partnerships to develop highly specialized products that translate credibility from elite competition into mainstream active lifestyle categories.
- Cycling
- Bike manufacturers gain differentiated value through collaborations that connect engineering heritage with global consumer brands, creating more immersive ecosystems around racing, equipment, and fan engagement.
- Outdoor Recreation
- Technical outdoor markets are being influenced by crossover racing programs that merge durability, mobility, and lifestyle appeal across footwear, apparel, and adventure-sport experiences.
