forToni: A History of Firsts

Josh Ross

forToni: A history of Firsts, a short film celebrating Assos’ achievements and it’s founder Toni Maer.

When surveying the current cycling landscape, it’s easy to forget the history behind it. Brands live or die on their current reputation and place in the landscape, but there are some brands which carry with them the weight of history. Technical cycling brand ASSOS of Switzerland was born as the vision of Toni Maier in 1976 and is one of the brands with more history than most.

Champions past and present gathered together for the Assos film forToni: A history of Firsts

Today, ASSOS prides itself on supplying total technical clothing to the top-level within competitive cycling, through multiple sponsorships of World Tour teams and riders. They also provide that same level of technical expertise to cyclists in more than thirty countries across the globe. They are here today providing what is, arguably, the best cycling clothing available, but they have been a part of cycling history and major innovations in cycling technology.

The forToni jersey comes in three colours

As a celebration of this history, they have produced a limited edition forToni jersey as well as a short documentary style video. The video is around twenty minutes of being a fly on the wall as some of the biggest names in modern, and near modern, cycling discuss with Toni Maier how ASSOS has been a part of their cycling experience. Its charm is very much the way in which it allows the viewer to be behind the scenes with legends, such as Bernard Hinault, as they tell stories and reminisce.

The film ‘forToni: A history of Firsts’ can be viewed here and will also be shown at ASSOS dealers and mono-brand stores over the coming months. The forToni jersey is available for purchase in three colours through ASSOS dealers, and the ASSOS website, at an MSRP of $169/£130.

forToni Jersey