Built For Athletes has announced a partnership with INEOS Grenadiers – Britain’s only UCI World Tour team – which marks the British bags & accessories brand’s first move into the sport of cycling.
Specialising in bags, luggage and accessories, Built For Athletes has partnered with the cycling team to launch a limited edition drop of its BFA bags with the INEOS Grenadiers logo patch. Also set to launch in the coming weeks are the INEOS Monument patches in a hexagonal shape, followed by bespoke Grand Tour patches later this year.
The range will then be expanded to include other products, followed by a fully bespoke collection in 2026 – all catering to the needs of elite and everyday cyclists.
Built For Athletes has already established strategic partnerships across several sports, including HYROX and F1. According to the company… ‘Such partnerships resulted in £700,000 added revenue in 2024, and it’s showing no signs of slowing down in 2025 which is set to be a defining year for the brand.’
Nick Costello, Founder of Built for Athletes, said “We are thrilled to be expanding our roster of partnerships into the world of cycling, which is new and exciting territory for us.
“We pride ourselves on providing high-quality bags to some of the world’s best athletes, and our partnership with INEOS Grenadiers allows us to do exactly that. This is just the beginning of our collaboration, and as we expand our knowledge of this incredible sport, there is lots more to come this year and into 2026, with the core aim of making the performance and life of elite and everyday cyclists – and the whole team that surrounds them – easier.”
John Allert, CEO at INEOS Grenadiers, added “Cycling is an incredibly tough sport; our stadium is the mountains, forests and deserts of the world. That’s why our equipment partners need to be world-class, with products that meet demands rarely seen in sport.
“Built For Athletes’ superb range of products perfectly reflects those qualities and is ideally suited to our team, and the environments in which we train and race. We’re delighted to partner with a brand that not only looks so good but combines unmatched durability with the finest craftsmanship.”
BFA x INEOS product range:
- 25L Pro Series backpack
- Pro Series Crossbody bag
- INEOS Grenadiers x BFA patch
www.builtforathletes.com/ineosgrenadiers
