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Graeme Obree announced as new 'disruptive flare' for Endura product design

'Flying Scotsman' will bring innovative brilliance to Scots cycle kit manufacturer...

The Scottish cycle wear manufacturer Endura has announced that it is to partner with the ‘Flying Scotsman’ Graeme Obree - the man who twice set the Hour record and is known for his unusual self-made aerodynamic bicycles.

Obree will officially act as Endura’s Brand Ambassador, but behind the scenes he is said to be a ‘disruptive flare’ to the brand’s product design, bringing his zany ideas to new kit.

Obree, who is currently promoting his new film, Battle Mountain – Graeme Obree's Story, focusing on the former Hour Record holder’s preparations for and efforts in the World Human Speed Championships on his self-designed, self-built bicycle ‘Beastie’, set the hour record twice (1993 - 51.596KM & 1994 - 52.713KM) and is a double world 4000m pursuit champion.

In 1993, Obree broke Francesco Moser’s Hour record, using parts from an old BMX and bearings reclaimed from a washing machine to create his dream bicycle.

Obree said of the new partnership that he was: “Delighted to be working with an iconic Scottish brand to produce clothing that I want to wear myself and I am really looking forward to working with the team at Endura”.

Jim McFarlane, Founder and Managing Director of Endura, said: “They say you should never meet your heroes but since first discussing the possibility of a cooperation with Graeme my only regret is that we didn’t start working together sooner.

“He is the consummate gentleman and his track record - not only as an athlete but also as a pioneer and innovator - makes him perfectly well matched to working with our team here at Endura. I am genuinely excited to see where this partnership leads”.

As we reported at the end of last year, the Spanish pro team Movistar is again wearing Endura kit this season, in its distinctive green and black colour way.

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6 comments

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Spangly Shiny | 7 years ago
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As a patriotic Scot I bought loads of Endura kit, gloves, socks, base layers, helmet liners, overshoes, bib shorts. etc. Absolutely none of it made in Scotland, won't be buying Endura again so I've gone Italian where it at least is made in Italy.

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Dnnnnnn replied to Spangly Shiny | 7 years ago
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Manglier wrote:

As a patriotic Scot I bought loads of Endura kit, gloves, socks, base layers, helmet liners, overshoes, bib shorts. etc. Absolutely none of it made in Scotland, won't be buying Endura again so I've gone Italian where it at least is made in Italy.

I don't think there's often much connection between where manufacturers - in many sectors - are owned or based and where their stuff is made these days. And I'm sure that for every disgruntled patriotic customer lost, the cost saving of having the stuff made in Bangladesh or China or wherever wins or retains many more customers.

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Morat | 7 years ago
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Surely you mean "Flair" not a form of emergency lighting?

But yes, Endura are a great firm and I wish them well.

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mike the bike | 7 years ago
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Endura are indeed one of cycling's hidden treasures.  Watch the magazine reviews carefully and you will see their stuff constantly winning 'Best in Test' and 'Five Stars'.  And when you consider the reasonable prices it's even more commendable.  

I've got a jacket, a jersey, a couple of pairs of shorts and gloves from them and rate it all highly.

 

(I don't know anybody at Endura and they certainly don't know me.)

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captain_slog | 7 years ago
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Great news. I have a couple of Endura items and rate their best stuff up there with the likes of Castelli. They just need something like this to raise their profile.

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stenmeister replied to captain_slog | 7 years ago
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captain_slog wrote:

Great news. I have a couple of Endura items and rate their best stuff up there with the likes of Castelli. They just need something like this to raise their profile.

Obree certainly brings the brand closer to home and centers it on an indivudal. Whereas Sky=Rapha, Movistar (and Alex Dowsett) doesn't quite scream Endura in the same way.

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