Aussie Grit Apparel Summits The Peaks With JE James Cycles
Australian off-road apparel company Aussie Grit Apparel is celebrating its new association with the UK’s largest independent bike retailer, South Yorkshire-based JE James Cycles, with an in-store appearance at its Sheffield shop by the brand’s founder, former Formula One driver Mark Webber on Thursday 19 April 2018 (details below).
The evening forms part of JE James Cycles inaugural Spring Break Cycle Festival which showcases its newly developed and redesigned stores through a host of events during April including demo days, and workshop tutorials.
Aussie Grit Apparel was launched by Webber, a nine-times Grand Prix winner, last year with its first range of trail running and off-road cycling apparel released in early 2018.
Webber is passionate about mountain biking and just as it was a key component of his fitness programme during his Formula One and sports car racing career, post-racing he’s continued to ride regularly on trails all over the world. He is currently preparing for his third participation this August in the Leadville 100, a gruelling mountain bike race held in Colorado.
Announcing the association, Mark said: “When we began our research into the UK off-road cycling market, JE James Cycles came on our radar very quickly. It only took one visit to their Rotherham store to recognise the sheer scale, vision and passion they have in the market. I know they are very proud of the fact their stores are located on the edge of one of the country’s greatest riding locations, the Peak District, and it’s great to see how actively engaged they are with the local cycling and wider community. It’s an absolute honour to be partnering with JE James Cycles and we’re looking forward to a great and lasting relationship.
“As a new brand we dedicated our efforts to create an awesome range of off-road apparel from scratch, we haven’t copied others or rebadged an existing range.
“Taking that ‘no stone unturned’ approach to creating the range meant we’ve delivered exactly what we wanted. No, ifs, no buts, just high-quality garments that truly deliver on the comfort, durability and performance needed when you’re out on the trails for hours.”
Mark James, Partner at JE James Cycles said: “JE James Cycles were so impressed by the offerings from Aussie Grit Apparel, the moment we first laid hands on them we knew instantly that we wanted to stock them and offer the range to the UK. The brand’s passion for the great outdoors really is the icing on the icing on the cake for us and it blends perfectly with our very own principles to offer the best performing products to our customers. When we find something as great as Aussie Grit of course we want to offer something a little special to celebrate so we are proud also to offer Limited Edition Peak District kit in partnership with Aussie Grit. This Limited Edition kit is available exclusively at JE James Cycles stores and online and just shows our faith in the brand and its quality garments.”
Meet Mark & Win In-Store at JE James:
To celebrate Aussie Grit Apparel’s arrival at JE James Cycles, 30 lucky customers will have the chance to find and win a signed Aussie Grit water bottle hidden within the store. Inside one of the water bottles will be an £100 Aussie Grit gear voucher to be used in-store.
What: Meet Mark Webber and check out the new flint range of bike apparel and have the chance to win an Aussie Grit gear voucher
Where: JE James Cycles, 142 Alderson Road, Sheffield, S2 4UD
Accompanying photo: Mark Webber at the Rotherham JE James Cycles store