Leading global sports brand Rudy Project celebrated its 30th birthday this month with the announcement of a R3.5-million investment in the Bestmed Tour of Good Hope.

The product sponsorship, which is the largest endorsement of its kind in the history of African road racing, will see every finisher in the five-day tour rewarded with a pair of the latest Rudy Project Tralyx eyewear.

The Tralyx debuted at this year’s Tour de France, where it was sported by riders from, among others, the Lotto-Jumbo, Astana, EuropCar and Cofidis teams.

With professional teams and events now catapulting South Africa onto the global stage, the Italian eyewear manufacturer has set its sights and support on the local market.

Southern African agency for Rudy Project, ASG Sport Solutions, has targeted the high-profile, CSA-sanctioned Tour of Good Hope as a fitting platform for bringing the brand experience to a wider audience.

“Much as Rudy Project represents the pinnacle of sportswear technology, the Tour of Good Hope equally represents the very best of South African road racing,” said ASG chief executive Steyn du Plessis.

“The tour is set to become an iconic cycling event, which Rudy Project can easily associate with.”

Starting on February 29, the race follows a challenging 515km cloverleaf route through the heart of the Cape Winelands. It comprises a time-trial plus four road stages for pro and amateur teams.

Du Plessis said this unprecedented investment in South African cycling was testament to the fact that the Western Cape was fast becoming a favourite destination for cyclists from all over the world.

“The Tour of Good Hope has captured the imagination of cyclists from across the globe, and with good reason.

“The event has set a new benchmark in road stage racing, offering an array of different categories from elite all the way through to the Grumpy Old Men in one of the most beautiful settings in the world.”

Du Plessis said the tour also provided one of the most competitive amateur team contests on the local cycling scene.

“That’s why the Rudy Project Tralyx is the perfect fit as these glasses are revolutionising the face of competitive eyewear.”

He said features included a light and flexible frame to ensure aerodynamic efficiency and a unique ventilation system to reduce fog and provide visual clarity in all riding conditions.

“A comfortable custom fit for every wearer is made possible by the bendable steel core, which allows the front portion of the tip to be easily adjusted.”

Issued by: Coetzee Gouws
On behalf of: Bestmed & ASG Events