2024 sees the debut of MAAP in the pro peloton as it becomes apparel sponsor of British women’s Continental Team Lifeplus-Wahoo. The Melbourne, Australia-based apparel brand will outfit the British women’s team with race kit, training wear and off-bike apparel.
Lifeplus-Wahoo started out in 2015 as a domestic British team and has since evolved through various guises. Originally known as Corley Cycles–Drops RT, it then became the Drops Cycling Team. In 2021, British apparel brand Le Col got on board and the team was subsequently known as Le Col–Wahoo in 2022. Then, in 2023 the team was named Lifeplus–Wahoo.
Tom Varney, Lifeplus-Wahoo General Manager, said “As we head into our ninth 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.
MAAP noted that… ‘With women’s cycling consistently deprived of the attention it deserves, the series will show the level of determination, complexity and desire on show is no different to the men’s side of the sport and looks to correct the current imbalance.’
Oliver Cousins, MAAP Co-Founder and co-CEO, said “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 on January 12th at MAAP’s home WorldTour race, the Tour Down Under in Adelaide, Australia. At the event MAAP will be hosting a pop-up experience where fans can get exclusive access to an accompanying Lifeplus-Wahoo capsule collection featuring the replica race jersey, bibs, off-bike tees and accessories.
The pop-up will be running from January 13-21 in Adelaide. The Lifeplus-Wahoo capsule will then be made available to purchase from January 16 at MAAP.cc and select retail partners.
www.MAAP.cc
www.lifepluswahoo.com
www.adl2024.com
