Since Oliver Cousins and Jarrad Smith founded MAAP in 2014, they have always aimed to take the brand to the highest level, always focusing on their vision of where they wanted to be positioned.
Getting to this point has not been easy, but 2025 will be a special year for them. The latest news that the Australian brand is jumping into the World Tour category with GreenEDGE Cycling has resonated on the international cycling scene. The brand promises to arrive with force and eagerness to leave its mark on the peloton.
A dream come true
The MAAP (Make Ascend And Persist) project was born with the main objective of creating top-quality cycling clothing, blending style, innovation, and performance.
To date, the brand’s trajectory has been impeccable. Thanks to carefully crafted designs, innovative and disruptive collections, and a successful marketing strategy, they have created their identity. This, combined with their reach and great recognition within the sector, has made them a global reference.
“Our collaboration with GreenEDGE perfectly aligns with our vision of propelling the sport forward through a fresh perspective on performance and design. Both brands share a relentless drive to push boundaries, and we’re excited to equip these athletes with a kit that gives them a performance edge and a distinctive look on the world stage”. – Oliver Cousins, co-CEO and co-Founder of MAAP
MAAP’s roadmap has always included two significant milestones its founders have dreamed of achieving one day. The first was to have ten official stores in some of the world’s most important cities. Today, they already have seven LaB Stores spread across Europe (the first was in Amsterdam, and we attended its inauguration), Asia, and Australia. Soon, they will also expand to the United States and continue increasing their physical presence in other locations. The second milestone was to one day see a top-level cycling team competing in a Grand Tour wearing MAAP clothing. Oli and Jarrad admit that it has not been easy. Entering the World Tour is a very complex and costly process, and they acknowledge that it has taken them several years to achieve what is now a reality—without a doubt, it is a dream come true.
GreenEDGE Cycling New Era
The GreenEDGE project, which has a long history in the UCI World Tour, is now entering a new phase together with MAAP and the teams Jayco AlUla, Liv AlUla Jayco, as well as the women’s continental team (same name Liv AlUla Jayco).
“The brand’s drive and spirit is something that fits in very well with our team culture, and enabling the brand to step onto the WorldTour stage is something we are very proud of and passionate about. Their fresh approach to cycling apparel will really make GreenEDGE Cycling stand out in 2025. It is a new and exciting era for both GreenEDGE Cycling and MAAP.” – Gerry Ryan, Team Owner & Chairman
The creative team at MAAP has done a brilliant job designing the new kit for the GreenEDGE teams. Inspired by elements related to the team’s origins and main sponsors, combined with a focus on high performance and speed, they have created a design based on waves and movement, true to the brand’s signature style. The identical design for the men’s and women’s teams will surely put the riders in the spotlight.
“I’ll be 14 years a pro next year, and this is one of the best kits I’ve seen yet.” – Chris Juul Jensen, rider of Jayco AlUla
The excitement among the riders, technical staff, and members of MAAP is difficult to contain. Their faces spoke for themselves during the official kit presentation or the photo sessions.
Members of the Australian brand walk proudly through the hotel hall, satisfied as they watch the top-class riders excitedly wear their clothing. The MAAP team has worked hard for several months to meet the agreed deadlines and start the season in the best way. Now, the most challenging part is done, and all that remains is to wait for the show to begin.
