The world’s premier women’s pro cycling team chooses ROKA eyewear.
Austin, Texas, April 15, 2019 – ROKA Sports, Inc. has announced a new partnership with the Boels-Dolmans Cycling Team. The Austin, Texas-based performance multisport company will become the official eyewear partner of the Dutch cycling squad for the next two seasons. Boels-Dolmans adds to ROKA’s incredible roster of women that now includes Olympic and world champions in cycling, triathlon and speed-skating.
“We wanted to partner with the cream of the crop in the UCI Women’s WorldTour and we’re proud to be a part of such a dominant team of athletes,” says ROKA CEO and Co-founder Rob Canales. “We’re looking forward to a long-term partnership with Boels-Dolmans as they take the sport to new heights.”
The new partnership comes on the heels of ROKA signing Dutch cycling sensation Niki Terpstra earlier this year. Word travels fast among the men’s and women’s pro pelotons, and it wasn’t long before the top Dutch women’s squad wanted to get their hands on the lightest and most advanced performance optics in the world. A perfect partnership was born, and now ROKA Advanced Performance eyewear will be making podium appearances all over the UCI Men’s and Women’s WorldTour.
“We look for partners that share in our mission of pushing the limits of human performance,” says Boels-Dolmans Team Manager Danny Stam. “From the moment Niki gave our athletes some samples, they knew ROKA had built something better than anything they’d tried before. Our riders push their equipment to the absolute limit, so we’re thrilled to have an eyewear partner that can keep up.”
The Boels-Dolmans Cycling Team is coming off of a historic 2018 season, where they reached the top of the podium at Strade Bianche, Ronde van Drenthe, Tour of Flanders, Amstel Gold Race, Fleche Wallone and Liège-Bastogne-Liège, easily securing the overall Women’s WorldTour win along the way. A Boels-Dolmans rider has won the UCI Road World Championships for four years running, and they’ll look to make it five in a row in 2019, with reigning world and Olympic champion Anna van der Breggen on the shortlist of favorites.
“For a team to be going after five consecutive world titles is remarkable,” Canales said. “They’re laying claim to being the most dominant team in the entire sport and we’re thrilled to be helping on that ride.”
ROKA was formed in a garage in Austin, Texas by two former Stanford All-American swimmers on a mission to build the world’s fastest wetsuit. Creating that first wetsuit ignited a fire in us to find more opportunities to innovate, challenge the status quo and disrupt complacent and monopolistic markets. As luck would have it, one of the athletes who helped us build that first wetsuit had a knack for winning very hard races in very cheap gas station aviators. We thought to ourselves, if we could design the world’s fastest wetsuit, why couldn’t we design the world’s first performance aviator?
Our first pair of sunglasses, the Phantom, set us on a new mission to redefine the standard for what eyewear could be: ultra-lightweight shades that won’t slip or fall off your face, without cutting corners on optical clarity or style. We built an industry-leading in-house design and development team and, 30+ patents later, we’ve more than doubled our product offering and launched Prescription Optics and Home Try-On in the United States to provide more ease-of-mind in the purchasing process.