Mavic replaces Adidas

[Guest Big H]

Dominant wheel-maker Mavic plans to expand its name in cycling by launching a 2009 line of shoes, clothes and accessories, according to Bicycle Retailer and Industry News. It's reported that the Mavic brand name will replace Adidas. Mavic has been responsible for all aspects of the Adidas cycling line for the last five years, says BRAIN, but will not renew its licensing agreement beyond December '08. "The decision was influenced by the fact that the Mavic brand was centered at the heart of cycling," says a company spokesman. "We are taking the know-how and technology and everything we've learned and repositioning it into a soft-goods line that better reflects who we are as a brand."