In the world of mountain biking, there are partnerships born out of convenience... and others that tell a deeper story. The one between POC and Norco adidas Race Division definitely falls into the latter category.
The return of POC in downhill The World Cup title isn't just a technical breakthrough: it's a return to its roots. It's there, amidst its roots, rocky terrain, and limitless speed, that the Swedish brand built its identity. And it's doing so today by embarking on an ambitious project, shared with Norco and a global partner like adidas.
Adidas needs no introduction: it's one of the most transversal and influential players in global sports. But in recent years, its presence in the MTB world has become increasingly concrete, credible, and carefully constructed. It's not a walk-on; it's a player looking to make its mark—and this collaboration confirms that.
On the other hand, there's POC, which over time has become synonymous with research, safety, and a strong stylistic identity. POC products are instantly recognizable: clean yet distinctive lines, bold color choices, and a design that doesn't follow trends but often anticipates them. And then, of course, the substance: years of development, testing, and innovation in the field of protection.
Il downhillIn this sense, it's the perfect laboratory. There's no room for bluffing here: every detail counts, every mistake is costly. It's the ideal breeding ground for pushing materials, technical solutions, and design vision to the limit. And it's precisely from this extreme context that innovations often emerge that reach the general public.
The Norco adidas Race Division—featuring athletes such as Gracey Hemstreet, Danny Hart, Erice Van Leuven, Bodhi Kuhn, and Lina Frener—will be the testing ground for this new phase. A team built with a clear vision, focused not only on performance but also on cultural evolution in the sport, with a strong and significant female presence.
And then there's the anticipation. Because every new collaboration brings with it curiosity, but here the focus is also aesthetic. The new kit, technically developed by POC and designed in collaboration with Norco and adidas, will be unveiled on May 1st in Mona Yongpyong, South Korea, during the first stop of the World Series.
It will be the moment when everything will take shape: technology, identity and style.
And knowing POC, it won't just be about performance.
So, everyone's ready. May 1st won't just be the start of the season: it will also be the debut of a new vision of the downhill.
