Albion Racing started as a group of friends living in London who were riding together, and decided they wanted to race together.
Like many London-based cyclists, early morning laps of Regent's Park is where the group would come together to train and socialise before the day's work began.
The idea was a team focused on enjoying riding and racing with each other that was proudly amateur, run by its members, and that didn't take things too seriously.
For us as a brand, we saw a number of opportunities in creating and supporting the team.
First and foremost, we liked the way the group wanted to approach riding and racing.
We wanted to support local racing in our home city (and beyond). Crystal Palace Crits on a Tuesday evening in the summer is one example.
There's been bike racing in some form or another in the park for over 150 years and we wanted to be there, racing.
The team was an opportunity for us to develop our in house kit customisation capability, and all the team's kit was customised in London by us, using existing stock.
So far this year members of the team have already raced in America, Spain, Italy and all over the UK on road bikes, mountain bikes and gravel bikes. Its a broad church and represents how lots of people are riding right now. Bike and surface agnostic, just make it fun.
