British Cycling, the governing body for cycling in the UK, has negotiated a deal with adidas to become the official outfitters of the Great Britain Cycling Team through to the Beijing Olympics in 2008. The deal confirms the increasing investment that adidas is making in cycling, having recently signed an endorsement contract with Athens Gold, Silver and Bronze medallist Bradley Wiggins. adidas is the official outfitter of both the French and German cycling federations, and the specialist cycle manufacturer Mavic is also part of the adidas-Salomon group.
The Great Britain Cycling Team will wear their new adidas gear for the first time during the World Track Championships in Los Angeles on March 24-27.
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