Participants of Life Time‘s iconic cycling events will now be able to purchase custom branded helmets due to a new multi-year licensing agreement between with Rudy Project. The two brands will jointly offer a new, curated selection of cycling helmets that represent four off-road cycling races that Rudy Project is sponsoring in 2021 – Garmin UNBOUND Gravel, Stages Cycling Leadville Trail 100 MTB, Chequamegon MTB Festival and Lutsen 99er cycling events.
“For years our athletes have asked us for more branded products so they can proudly share their accomplishments with other cyclists,” said Kimo Seymour, President of Events and Media at Life Time. “The superior craftsmanship of Rudy Project’s products combined with these unique designs makes for the ultimate cool factor. We’re also excited about this partnership because it’s the first step in a promising future of licensing collaborations with other top-tier brands for our company.”
Johnny Vu, Event Sales Director at Rudy Project, added, “We’re thrilled to launch these exclusive helmet editions for Lifetime and can’t wait to receive athlete feedback. We enjoyed the challenge of working with Life Time to identify and extract the character of each of the four races and to incorporate them into each of the respective designs.
The helmets are available for purchase at https://www.rudyprojectna.com/
Life Time continues to monitor evolving COVID-19 happenings for potential impact on its 2021 race season. To learn more about Life Time Athletic Events, visit www.lifetime.life/
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