HOLOS, a Canadian organic overnight muesli ‘superfood’ brand, has confirmed a new custom helmet sponsorship with Maghalie Rochette, an elite Canadian off-road cyclist and host of the ‘Fever Talk’ podcast.
The helmet sponsorship, which will run through to mid-June, enables Rochette to showcase the HOLOS brand on her helmet across several major North American cycling races. Rochette debuted the helmet at the Sea Otter Classic event in Monterey, California.
The helmet design is a nod to the sensation of flying, and was inspired by Asterix and Obelix, characters in the Asterix comic book series beloved by Rochette. The playful helmet design gives Rochette a ‘constant reminder to have fun’ and also helps her stand out from the crowd.
This latest collaboration expands on an existing long-term partnership Rochette has established with HOLOS as her year-round nutrition partner and go-to fuelling.
“The HOLOS team is elated to be working with Maghalie for our first-ever helmet sponsorship,” said Samuel Scofy, co-founder and Chief Marketing Officer at HOLOS.
“Maghalie is a truly special athlete and person, who always rides with a smile and wears her heart on her sleeve. Her ‘fun-first’ approach to racing and dedication to prioritizing wellness on all levels are perfectly aligned with the HOLOS ethos, and we couldn’t ask for a better representative of our brand.”
Maghalie Rochette said “In cyclocross, we go as hard as we can for an hour straight. Nutrition before the race is key, as you want to feel strong, but also light.
“It’s a fine balance, and I’ve found it with HOLOS. I am so proud to represent a made-in-Québec product that I truly believe in.”
