PROS – La Passione and Movistar become partners for 2022

In 2022, the clothing brand La Passione Cycling will be the technical partner of the Movistar Team, the oldest cycling structure and a member of the UCI World Tour / Women’s World Tour. During the upcoming season, the team, which includes Alejandro Valverde, Enric Mas, and two of women’s cycling’s biggest stars, Annemiek van Vleuten and Emma Norsgaard, will wear technical cycling apparel specifically designed and produced by the Italian brand.

Photos: Movistar and La Passione

“As many people already know, I have been passionate about cycling since I was a child. Therefore, I am pleased to announce that this agreement has been finalized. After this period of continuous growth that our company has experienced in recent years, we felt that the time was right to open a new chapter for La Passione by entering the world of professional sport 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 team, we wanted to create common growth based on high-performance products,” explains Giuliano Ragazzi, Founder and CEO of La Passione. “We will consider the feedback we receive from athletes and the performance department as a valuable asset because it will be crucial to further improve our products. All innovations resulting from this feedback will be available daily to people who choose to wear La Passione clothing, who will also be able to enjoy very competitive prices thanks to our direct-to-consumer business model.”

Eusebio Unzué, General Manager of the Movistar Team: “For us, two main objectives have always been sought when choosing who to partner with for any type of equipment: increasing our performance and aiming for a form of aesthetics. In this sense, I feel that we will reach an optimal level on both counts with La Passione. It is a strong new brand with a well-defined personality, as is the Movistar Team. These are two attractive brands working together to offer fans the most stylish cycling apparel.”

The products developed by La Passione seek to combine beauty and technology. “In terms of style, we plan to continue a tradition born from the heritage of a team founded in 1980 while creating new codes that will highlight today’s athletes. Furthermore, the Movistar Team is one of the first to have believed in the development of an important section for women cyclists and, in this area, La Passione will make a significant contribution,” continues Yurika Marchetti, co-founder of La Passione.

La Passione will soon present the race kits used by professional athletes.