La Passione secures strategic growth plan with a new investment round

La Passione and Movistar Team
become partners in 2022.


In 2022, the premium cycling apparel brand, La Passione Cycling Couture, will be a technical partner of the Movistar Team, the longest-standing cycling structure and a member of the UCI WorldTour / Women’s WorldTour.

During the next season, the team of cycling legend Alejandro Valverde, emerging talent Enric Mas, and two of the biggest stars of women's cycling, Annemiek van Vleuten and Emma Norsgaard, will be wearing technical cycling clothing designed and produced specifically by La Passione.

“As many people already know, I have been passionate about cycling since I was a child. Therefore, I am extremely proud to announce that this agreement has been finalized. After this period of continuous growth that our company has enjoyed in recent years, we felt that the time had come to start a new chapter for La Passione by entering the professional sports world as a partner of an important World Tour Team. We chose the team with the longest tradition. During our first meetings with Eusebio Unzué and his staff, we noticed the desire to create a path of common growth under a profile of high-performance products and the story of our partnership” explains Giuliano Ragazzi, Founder and CEO of La Passione. “We'll consider the feedback we receive from athletes and the performance department as a precious asset because it will be crucial for improving our products even more. All the innovations deriving from this feedback will be available every day to the people who choose to wear La Passione garments, who will also be able to take advantage of very advantageous prices through our Direct-to-Consumer business model.“

Eusebio Unzué, General Manager for the Movistar Team: “For us, two main goals have always been tried to achieve when we chose who to join forces with when it comes to any sort of equipment: boosting our performance, and aiming at those pieces to look great. In that sense, I feel like we’re going to reach an optimum level in both respects with La Passione. It is a strong new brand with a very defined personality, as the Movistar Team is. These are two appealing brands working together to offer to the fans the most stylish cycling clothes."

"La Passione really show, across their whole range of products, to care about how both their brand and our main sponsors will be presented to the world, and their fabrics are built in the best possible way for our riders to feel comfortable, well protected against the elements and as much aero as possible, a growing concern in a sport which always tries to get the fastest in every aspect of the equipment. We’re really looking forward to enjoying their clothing as of 2022!".

Movistar 2021

The products developed by La Passione always have an unmistakable style united with the best technology. We value being able to produce bib shorts, jerseys, jackets, and high-performance bodysuits for road riding or time trials that allow cyclists to express their talent and achieve important results, but it is certainly an incredible privilege to do that while the products are also being tested and developed further to meet the needs and requirements of professionals.

"We also plan to develop a shared storytelling tradition by explaining the heritage of a team founded in 1980 while also creating new stories that will feature the new athletes. In addition, the Movistar Team is one of the first that believed in developing an important section for women cyclists and, in this area, La Passione will provide an important contribution." continues Yurika Marchetti, Co-Founder of La Passione.

The minimalistic style of La Passione is destined to emerge clearly in the new design of the 2022 race kit, which will be presented in the near future.

Movistar 2021

Media Contacts

Matteo Sanguineti
matteo@lapassione.cc

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