May 1, 2024 – PORT COQUITLAM, BC. – After Norco announced the addition of Greg Minnaar as Team Captain, all eyes are on the Canadian brand going into the 2024 UCI Downhill World Cup season. Of course they’re going to go big this season.
Today, the brand is unveiling the new Norco Race Division, aimed at building a long-term, high-impact presence in the Downhill scene. They’re also giving fans an unfiltered peek behind the scenes in a docuseries that will run for the entire race season.
“As we celebrate our 60th anniversary, it felt right to elevate the brand by introducing a new-look for the team”, said Gwen van Lingen, Head of Brand at Norco. “The Norco Race Division is made-up of world-class riders, mechanics and support staff, all of whom will be featured in a raw and emotional docuseries running throughout the season, while the bold team look takes inspiration from our heritage and modern street culture”.
You may have seen the team roll into Fort William, where they will don their new kit and bikes, while the iconic team truck will take its place in the pits. The overall aesthetic is reminiscent of motocross, BMX and jet ski racing during the 80s and 90s.
The kit design is a curated mix’n’match of simple graphics and colour to create bold shapes. The truck celebrates the mindset of the dirt bike pioneers who packed up the car or the box van and went racing for kicks, bringing unrivalled attitude and flamboyance.
Norco worked on the new team visuals with renowned design pairing Nick Larsen and Paul Bliss out of London, well known within the bike world for their work with Cannondale, Fox, Charge Bikes and more. The pair looked back through 60 years of Norco heritage, taking inspiration from past logos, retro colors, iconic bike designs and decades of innovation, to create a look and feel that is unique in the world of mountain bikes.
“I have known Greg since the 90’s and was intrigued by his move to Norco,” said Larsen. “I suggested to him that it could be fun to do something really disruptive with his new team’s kit, and it turned out that both he and Norco really wanted to push the boat on the new DH team.”
On the design, Bliss added, “We took Norco’s origin story in British Columbia, the brand’s passion for racing BMX in the region during its formative years, mixed it with influences from streetwear, freestyle mountain biking, and the symbolism of the rock.”
More kits and bike graphics will be revealed as the season progresses so get ready for a wild ride.
To capture the excitement of the Norco Race Division this season, the brand will be launching an exclusive docuseries entitled “Just Getting Started” with new episodes dropping days after each race. The series will provide an all access, no-holds-barred look into what it means to be a part of a World Cup team, with behind-the-scenes footage and exclusive access to Minnaar, his teammates, and the wider support network.
Check out the trailer HERE and find a complete asset package HERE. Keep an eye on Norco.com for more team updates and episode releases.
For more, please reach out to brandon.martinez@backbone.media or AshleyR@Norco.com.
About Norco Bicycles
Norco is a global leader in high-performance mountain bikes, known for its commitment to innovation, quality craftsmanship, and the pursuit of trail-blazing excellence. Founded as Northern Cycle Industries in 1964, operating out of a chicken coop, the brand has evolved over the years, but hard work, passion, and commitment to innovation have always been at the forefront. The mountains and trails of British Columbia are hard-wired into the DNA at Norco, and they will always be the ultimate inspiration for the character and performance of every Norco bike. Norco.com
