King of gravel, former UCI pro cyclist, and ultimate ambassador to the sport chooses the world’s best high-performance optics.
Austin, Texas, April 2, 2019 – ROKA Sports Inc., the Austin, TX based performance multisport company, has announced a new partnership with the King of Gravel, cyclist Ted King. The former UCI WorldTour rider and recent Vermont transplant has been plenty active since leaving the professional ranks, and this season will seek his third win at the Dirty Kanza 200, the world’s premier gravel race. King rode in four Grand Tours throughout his 13-year professional career, last competing at the 2014 Tour de France for the Liquigas-Cannondale team.
“I love the spirit of an upstart brand—the enigmatic go-getter that sees an opportunity to do something better. That’s what makes ROKA a perfect fit for me,” King said. “They’re a young company, but they’re already making the best performance sunglasses in the world. I’m excited to be part of the ROKA team as I embrace the booming world of gravel cycling.”
King has been a staple of the American pro cycling scene for the past decade and has become one of the most popular riders in the world on social media. He’ll continue to share his journey as he embarks on this new stage of his career, including posting updates on his quest for a third Dirty Kanza 200 title with his #groadtokanza series on YouTube.
“Racing professionally, more often than not, the equipment you race is just what the team tells you to use. Nowadays, I spend more time than ever analyzing my equipment now that I’m riding racing off-road. Optics are particularly important when you’re racing over gravel, and I knew ROKA Advanced Performance optics were the perfect choice for me from the minute I tried them,” King said. “I love training and racing in the GP-1x. Beyond being incredibly lightweight, the large, crystal-clear lenses offer the ultimate mix of protection and perception when I’m ripping across the dirt.”
Every style of ROKA Advanced Performance optics feature ultra-lightweight materials and construction without compromising durability, including an adjustable titanium core for a customized fit, and advanced materialization with our patented GEKO™ fit and retention system. Weighing in at only 21– 29 grams, ROKA’s Advanced Performance eyewear beats the market on weight while offering unmatched fit and retention for the most challenging race and training conditions.
“We see gravel racing as a big part of growing cycling around the world, and Ted is at the forefront of that revolution,” said ROKA CEO and Co-founder Rob Canales. “We’re proud to support this new and exciting style of racing with performance optics that meet the unique challenges gravel riders face.”
To find out more about ROKA Advanced Performance eyewear, or any styles of ROKA optics—from performance aviators to prescription eyeglasses—visit roka.com.
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 Home Try-On to provide more ease-of-mind in the purchasing process.
ROKA products are available worldwide at www.roka.com. Visit us online to learn more about our growing lines of premium performance eyewear. For new dealer inquiries, please email email@example.com. Follow ROKA on social media at Facebook, Twitter and Instagram.
For more information, visit www.roka.com