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ASSOS - Generation S9
Assos was born in the 70s, nestled among the Tesson lakes and mountains in Switzerland, a cyclist's ideal playground. Its founder, Toni Maier, an engineer and keen cycling enthusiast was at the root of the first carbon frame. He understood the importance of aerodynamic equipment when wind tunnel testing his prototype. This was when he decided to create a brand based on one single concept: offering products with the latest technologies to reach a high level of performance without compromising on comfort. To this end, the Swiss brand has placed innovation at the core of its priorities. Assos is now a driving force in the cycling industry thanks to its investment in research and development.
Innovation priority
1976
Assos was born and created its first Lycra shorts. This was a genuine revolution. The Swiss brand hit the jackpot and wool/cotton shorts soon became obsolete.
1978
Following wind tunnel testing, brand founder, Toni Maier quickly became aware of the importance of having aerodynamic shorts and jerseys. And so Assos launched its first skinsuit to provide track cyclists with the best air penetration.
1995
Assos invented its multilayer system to face the toughest conditions without being affected by them. From that year on, the Swiss brand offered complementary products to ride in all conditions.
2001
This year marked a new era for cyclist comfort. The Swiss brand’s engineers created the first elastic insert. Reducing friction, chafing and following body movement perfectly were all on the programme to provide unparalleled comfort.
2002
Assos launched inserts according to disciplines to tailor their products to every single customer. These were specially designed to meet specific needs, for example: products for competitions, for long distances, for women, etc.
2004
Assos remained at the forefront of development and launched project Starbust for the Olympics. The aim was to create the fastest jersey in the world by minimising air resistance. The result? Swiss athletes took home three medals.
2006
The brand implemented the “Assos Layering System” so its customers could ride in the best possible conditions. This system allows customers to choose the right combination of clothes according to weather conditions, whether they want to be insulated against the cold, stay dry or battle the heat.
2008
Assos launched the S5 shorts generation. These were even more comfortable with increased performance. The Swiss brand never ceased its quest for perfection.
2013
The Swiss brand took another five years to launch its new range of S7 brands. Nothing was left to chance in its goal to reach perfection. Prototypes were hand-designed, improved, refined and tested in real conditions by international athletes.
2017
After a 25-year long absence, Assos came back to the world of professional cycling. It partnered with the BMC team (one of the best in the world) and placed customer needs and expectations at the core of their work, thus encouraging the brand to evolve and designing new products.
2018
The brand partnered with Cylance Pro Cycling, the professional female cycling team in order to innovate and improve their women’s products and receive relevant and perceptive feedback.
2019
Launch of the brand's new generation of shorts: the S9.
Interview with Roche Maier
Creator and product / brand manager
Son of ASSOS's founder
What motivates you to always create new shorts? Some people call us the shorts company... they are right! This was a slogan during the S7 generation of shorts campaign; well that’s not just a slogan to us but a motivation, a mission that pushes us to always improve our products striving for perfection. The ACDC (ASSOS Advanced Creative Centre) is a group of 13 people, riders / cycling passionate specialists who have innovation and a maniacal attention to detail deep rooted in their DNA and together we work to continually improve our collection.
How much development and research time is required to produce this product ? The quest for innovation never stops, it’s a natural attitude for us. Even as we hand our new baby to production, we’re already considering something we would like to change - perfection doesn’t exist! We presented the S7 Shorts in 2013 and at the same time we were already creating ideas for the next generation. In the end it took us 5 years to proudly present our NEW T EQUIPE RS S9 Shorts.
What are the benefits of this new shoulder strap system? In a nutshell, the Roll Bar system works to stabilize the Assos insert. When you’re on the bike you need an insert that stays in the correct position despite you moving, sweating, getting in and out the saddle etc. Ultimately, we see the shorts and the body as one piece and these features are what make Assos shorts unique.
Why and how are Assos inserts different from others on the market? We don’t like to compare us to others... YOU (the market/users) will tell us how different they are; we work hard every day in order to give to every cyclist a better experience on the bike. What we can say to all of you is THANKS FOR JOINING Assos AND HAVE A GOOD RIDE!
Generation
S9
Assos spent six years of toiling, developing and testing before introducing the new S9 generation of shorts. The Swiss brand focussed on the stability of these new models to improve comfort and performance.
It took the Swiss brand 40 years of experience to reach this result with the help of a team of 13 enthusiasts with a common vision: offering the best product on the market. Many aspects of the S9 products were revisited to create a genuine second skin. To create a fully stable product, the Swiss brand created the A-Lock technology. The braces cross at the back to create an “A” shape for vertical elasticity. Also, the product is fitted with a rollBar that is positioned very low and the shorts keep the insert in place at all times.
The RS Insert avoids pressure on the perineum thanks to its 3D design and superAir microShock and 3D Waffle technologies. Comfort has been optimised thanks to the seamless features and the product’s ability to stay dry for the entire duration of your outing, even in very hot weather. Finally, the goldenGate technology allows you to make fluid and comfortable movements.
The top-end materials consist of two panels to limit the number of seams and provide exceptional comfort and fluidity. Also, the straps are designed with carbon fibre and dry very quickly.
Technologies
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A-Lock Engineering system
The A-Lock Engineering system is at the core of S9 generation shorts. This system uses technologies that stabilise the item, and keeps the insert in its optimal position to keep the shorts extremely comfortable.
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The Rollbar
The rollBar is included in the RS S9 shorts. It is a system that has been patented by the Swiss brand. It strengthens the braces at the lower back level to keep the insert in the same position at all times. This allows the rider to stay comfortable whether they are sitting on the saddle or standing on the pedals.
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ErgoBox
A square-pattern construction at the back of the shorts to keep the insert perfectly in place for maximum stability.
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Carbon XBib
The braces are made of materials elasticated with carbon fibre to help the item stay in place and dry very quickly.
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Butterfly pattern
Delicate stitching on the lower back and the legs to keep the item perfectly in place and reduce the weight as much as possible.
Assos
Inserts
When finalising a product, the brand registers about twenty patents, which bears witness to its expertise and high quality standards during the creation process. Today, many consider Assos the top shorts specialists and this reputation is due to the quality of its inserts.
The Swiss brand always begins by testing its innovations on its top-end models. They then adapt them for the lower ranges. This allows them to have high performance inserts that are suitable for all uses Assos.
Collection 2019
RS Insert
The RS insert is the new generation of the Assos insert. It was made with a 3D aerodynamic platform and designed to suit competitors with the greatest needs. Golden Gate allows for fluid and comfortable movements in order to meet these high level needs, such as frequent changes to the position of the technology. Also, a lot of thought has gone into the design. There are minimal seams and the superAir microShock and 3D Waffle technologies provide comfort in all situations and dry very quickly.
Mille S7
The Mille S7 / Uma GT insert (the former is designed for men, the latter for women) is for cyclists who want to travel long distances just for fun rather than for specific results. This item is made with the brand’s waffle fabric, which is made of three perforated layers to keep it breathable in all conditions and avoid bothersome chafing. The 8 mm memory foam thickness provides the perfect combination of comfort and performance. The item is also made using the Golden Gate technology, also found on RS and RSR shorts.
Equipe EVO
The Assos EquipeEVO range includes an insert that was designed for cyclosport fans who seek the perfect balance between performance and comfort over long distances. The perforations at the front improve airflow and keep your body cool. It also uses the Swiss brand's waffle fabric and Golden Gate technology, as found on the RS and RSR models.
Cento S7
The Cento S7 insert is designed for very long distances. The 10 mm memory foam thickness allows riders to rack up the kilometres with their eyes closed and not think twice about it. It is designed using Assos superAir technology for excellent breathability and Assos rearTerminal technology to reduce the number of seams.
