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Primal Europe has partnered with IMBA Europe to offer a custom cycling apparel program for IMBA member organisations across Europe. Primal Europe will also contribute to IMBA Europe’s supporter program by providing IMBA branded merchandise. Proceeds of the program will be used to support IMBA’s programs and efforts to preserve and promote mountain biking at the European level.
The Primal brand originates in the US where the company has built up its image as a strong supporter of cycling advocacy, charity and conservancy. Primal Europe is a company of cyclists committed to improving the sport and giving back to the community through various partnerships.
Primal Europe’s director James Smith, a passionate cyclist and mountain biker himself, said: ‘Here at Primal, we’re fostering the growth of cycling through competition, community and advocacy. We strongly believe cycling and mountain biking has many benefits for society. That’s why we, as a company, are dedicated to increasing the number of people that choose cycling as a means of recreation, environmental conservation, and health. With our partnership with IMBA Europe, we support and help increase awareness for mountain bike advocacy and can make a greater impact together’
The custom cycling apparel program includes preferential pricing for IMBA Europe member organisations. Mountain bike advocacy groups and trail associations have the opportunity to brand their custom cycling or event apparel with their own logo’s and marks.
IMBA Europe’s president Thomas Larsen Schmidt said: ‘We’re very pleased to convert the good relationship that we’ve had with Primal Europe for years in this new partnership which offers benefits to both our member organisations and IMBA Europe. One of the slogans used by Primal Europe is Happy Trails. We couldn’t agree more and, together we all our members, we are devoted to create and preserve great places for mountain bikers and put a smile on their faces’.