Rapha and EF Pro Cycling End a Revolutionary Partnership, Leaving a Lasting Mark on Cycling Culture
A groundbreaking seven-year collaboration between Rapha and EF Pro Cycling, widely considered the most culturally significant sponsorship in professional cycling, is set to conclude in 2025. The partnership redefined cycling apparel, injecting streetwear sensibilities and compelling storytelling into a sport often characterized by predictable designs and conventional marketing.
Most cycling apparel partnerships historically prioritize sponsor visibility over aesthetic appeal, resulting in kits that are easily interchangeable and lack distinct personality. But EF Pro Cycling, in partnership with Rapha, shattered that mold. As one observer noted, the kits “oozed cool,” attracting attention from both dedicated cyclists and those outside the sport.
A Bold Departure from Tradition
The alliance, which began in 2019, immediately distinguished itself through bold color palettes, unexpected collaborations, and a focus on narrative. While Rapha had previously sponsored Team Sky from 2013 to 2016, it was the partnership with EF Pro Cycling that truly allowed the brand’s design vision to flourish.
The collaboration reached a pivotal moment in 2020 with a striking partnership with skate brand Palace during the Giro d’Italia. The resulting kit, featuring psychedelic graphics and cartoon ducks on time trial helmets, was deliberately provocative. It was, as many described it, unforgettable. For the first time, a WorldTour kit sparked discussion not just within cycling circles, but on streetwear forums and in design magazines, effectively blurring the lines between athletic apparel and pop culture.
The formula proved successful again in 2022 with a capsule collection for the inaugural Tour de France Femmes, celebrating the return of women’s professional cycling. The kit was described as playful, purposeful, and, crucially, something a cycling enthusiast could show to a non-cyclist and receive a positive reaction. The Palace collaboration even extended to uniquely designed Cannondale bicycles. This fusion of style, performance, and storytelling was unprecedented in the world of professional cycling.
Storytelling Beyond the Racecourse
The visually striking kits were only part of the equation. Rapha’s “Gone Racing” documentary series, produced from 2019 to 2022, provided a deeper look into the lives of EF riders, showcasing their participation in not only WorldTour events but also gravel races, ultra-distance challenges, and personal adventures. This “Alternative Calendar” became a defining characteristic of the team’s ethos.
No rider embodied this spirit more fully than Lachlan Morton. He wasn’t solely focused on stage wins; instead, Morton embraced adventure and challenges, exemplified by his remarkable 2021 Alt Tour, where he completed the entire Tour de France route unsupported, finishing five days ahead of the peloton.
EF Pro Cycling’s willingness to support riders in events like Unbound Gravel and the Leadville Trail 100 MTB further cemented its connection to the grassroots of cycling, fostering a sense of inclusivity and accessibility. The team’s signature pink kit, accented with a white Rapha band, became a symbol of this broader approach.
What Lies Ahead
Both EF Pro Cycling and Rapha remain tight-lipped about their future plans. In a press release, EF Pro Cycling CEO Jonathan Vaughters expressed his team’s best wishes to Rapha and excitement for the future, stating, “It’s an exciting time to be at EF Pro Cycling, and we can’t wait to keep building on one of our most successful seasons to date.” It is anticipated that the team will continue to cultivate its distinctive style in future partnerships.
Rapha’s path is more complex. According to Rapha CEO Fran Miller, “Rapha is leaving the WorldTour – for now. We will be back.” Miller emphasized a strategic shift towards broadening the brand’s impact in other areas of cycling, stating, “EF Pro Cycling has a unique spirit that we will always respect and champion. But we have made the decision to broaden our horizons and increase our impact across other progressive areas of elite and participation cycling.”
The future of Lachlan Morton remains a key question. Currently under contract with EF Pro Cycling for one more year, a potential reunion with Rapha after 2025 is a possibility.
A Farewell Collection
To commemorate the end of this era, Rapha and EF Pro Cycling have released a limited-edition collection of three jerseys: the ‘Crashed the Party’ Jersey, the ‘Changed the Game’ Jersey, and the ‘Back to Blackout’ Jersey. These jerseys serve as both a tribute to the partnership’s legacy and a farewell to a period that fundamentally altered cycling’s visual and cultural landscape.
The Rapha-EF Pro Cycling Blackout Jersey. (Photo: Rapha)
The Rapha-EF Pro Cycling Celebration Jersey. (Photo: Rapha)
The Rapha-EF Pro Cycling Panache Jersey. (Photo: Rapha)
The partnership between Rapha and EF Pro Cycling wasn’t just about apparel; it was about redefining what it meant to be a cycling fan and challenging the conventions of a traditional sport.
