Adidas enters the MTB World Cup with its own team

The downhill scene adds a new heavyweight player. Adidas takes a strategic step into mountain biking, partnering with Norco to create a team that will debut this season in the DH World Cup, marking an unusual move for the German brand at this competitive level.

Adidas makes a strong entry into DH and joins Norco to launch a new World Cup team

The new structure, named Norco adidas Race Division, is born from a multi-year agreement in which Adidas takes a leading role as the main sponsor. This is the first time that the three-stripe brand enters this level in a downhill program within the UCI World Series, reflecting a clear commitment to gain visibility in a discipline that has continued to grow in media and cultural impact.

The project is structured around a focus closely linked to product development from competition. The idea is for the riders themselves to actively participate in the evolution of the equipment, with real tests at the highest level. In this context, the experience accumulated by figures like Greg Minnaar has also served as a basis to refine key products such as the Five Ten Hellcat Pro shoes, one of the reference models in automatic pedals within gravity.

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The team combines youth and established names in the circuit, with Gracey Hemstreet, Danny Hart, Erice Van Leuven, Bodhi Kuhn, and Lina Frener as the main assets. Beyond pure performance, the team also focuses on representation within the sport, with a lineup where the number of female riders exceeds that of male riders, in line with Norco's intention to promote equality within competitive MTB.

From Adidas, Kerryn Foster explained the scope of the movement and its importance within the brand's global strategy. “The launch of Norco adidas Race Division marks an exciting new chapter for Adidas, increasing our visibility in mountain biking and demonstrating our commitment to developing performance products specifically designed for elite downhill athletes. This partnership represents a long-term strategic commitment to shape the culture and performance standards of mountain biking in the coming years.”

In the same vein, Luke Hontz highlighted the complementarity between both brands and the potential of the project. “Partnering with a brand like Norco, which has a deep and respected heritage in mountain biking, fits naturally. By combining our product experience, credibility in MTB, and Five Ten technology with Norco's rider-centered design, this program is set to deliver the best for the team on the world stage.”

From Norco, Elisabeth Petersilie emphasized the qualitative leap that this alliance represents. “This collaboration is a significant step for Norco. Adidas shares our belief that maximum performance comes from real testing, real feedback, and real standards. With Adidas as the main sponsor, the team gains a stronger platform to compete at the highest level and raises the standard of how we support athletes and how we position ourselves in the sport long-term.”

The team's debut is scheduled for May in South Korea, where it will begin its journey in the Downhill World Cup. A debut that will serve to measure the real impact of one of the most ambitious alliances in recent years in gravity.