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Belgian equipment manufacturer Lazer announces its grand return alongside the men’s and women’s UCI WorldTour teams. A strategic partnership that combines performance, innovation, and local roots.
Starting in the 2027 season, the Lazer brand will officially outfit the riders of the Soudal Safety Jogger and AG Insurance Soudal teams.
Performance Validated on the Road and in the Wind Tunnel
Before formalizing this agreement, the technical teams subjected Lazer helmets to a battery of rigorous tests:
- Wind tunnel tests to optimize aerodynamics.
- Laboratory-controlled validation protocols.
- Extensive real-world testing by athletes.
“The world’s best riders demand the best equipment. Working closely with the teams helps us constantly raise the bar in terms of performance and protection. ”
— Peter Duynslaeger, CEO of Lazer
This collaboration will also serve as a development lab: continuous feedback from staff and cyclists will help refine the brand’s future models in terms of aerodynamics, ventilation, and safety.
A 100% Belgian alliance focused on the future
For Lazer (founded in 1919 in Mechelen) as well as for the WorldTour team, this partnership marks a return to its roots and celebrates Belgian cycling expertise.
“What excites me most isn’t just the product, but the expertise that LAZER brings to the team. We want to share our knowledge and data so we can grow together.”
— Jurgen Foré, CEO of the team
In addition to the purely athletic aspect, the partners are planning exclusive marketing campaigns, including original helmet designs and content from the heart of the peloton to bring fans closer to the athletes.
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