Madison is to mark its 40th birthday with a limited run of house-brand clothing sold under the Madison77 banner.
The nod to the firm’s 1977 market entry will be shown in a new logo adorning select Madison garments at various events this summer, including at the Downhill World Cup at Fort William and domestic road races.
Beyond sales, retailers and industry members are encouraged to get involved by sending in any old Madison Clothing images, products or fond cycling memories from the last 40 years.
Dominic Langan, CEO at Madison, said: “Having been at Madison for three quarters of the years it has existed, it has been really pleasing to see the brand develop and become what it is today. The core values of Madison have remained true over the decades. Good quality, well-designed products for all types of riders, making use of the latest fabric technology, competitively priced, sold exclusively by knowledgeable specialist retailers, with the one aim of enhancing the rider experience. Forty years is definitely a milestone worthy of celebration but above all I am excited about the future and all the great products yet to come.”
The limited edition mountain bike apparel is from the popular Flux range and is made up of a jersey, short, glove and sock. On the road side, the Madison77 apparel is based on the high-end RoadRace Premio range and has its own jersey, bib-short, glove and sock.
As with other lines, these will carry Madison Clothing’s 30 Day Money Back Guarantee and Limited Lifetime Warranty.
In the lead up to the official birthday weekend from 23rd to 26th June, Madison Clothing will be running a series of giveaways across its social media channels as well as a look back at the company’s history.
All retailers can still order the standard stock items by speaking to their sales agent, or visiting www.madisonb2b.co.uk.