Mercedes announce deal with iconic shorts company 25 April, 2014 236 Press Release: The Mercedes AMG Petronas Formula One Team is pleased to confirm a new partnership with cycling apparel equipment company, Assos of Switzerland for the 2014 Formula One season and beyond. Cycling plays an important role in maintaining the physical and mental fitness of team members, which made Assos the natural choice when looking for the high-tech partner to supply the team with cycling apparel. The new agreement sees Assos become a Team Supplier with the two companies planning to work together to explore the development of cycling technologies inspired by Formula 1, as well the application of cycling research, development and expertise to the Mercedes AMG Petronas team’s use of advanced materials technology. Based in Ticino, Switzerland, Assos has a history of game-changing innovations within cycling apparel and plan to launch a series of Mercedes AMG Petronas licensed products in 2015. Roche Maier, Assos CEO and Chief Engineer: “The people at Mercedes AMG Petronas truly embrace cycling. That makes this an ideal environment to explore F1 technology and generate exciting new ideas.” About Assos: Based in Ticino “Terra di Ciclismo”, Switzerland, Assos SA was founded in 1976 with the creation of the first ever Lycra® cycling shorts. Thanks to its continued investments in R&D, the company has developed a number of innovations that have imposed the direction in which the bicycle industry has evolved – most of them are now industry standards: first Lycra® shorts (’76), first carbon bicycle frame (’76), first sublimation on a cycling jersey (’80), first Elastic Interface cycling short insert (2001), Choose your Comfort concept (2003), Project Starbust, the fastest cycling bodysuit on earth (2004), S5 the next cycling shorts generation (2008) are only a few examples. Today, Assos proudly provides the Total Cycling Comfort to more than 30 countries around the world: the integrity of the brand is safeguarded by carefully selected distributors who present Assos products to their markets with local expertise. Content on GrandPrix247.com by: staff & contributors, Reuters syndication, GMM service, Getty Images, Formula 1 teams, sponsors & organisations.