French rider Geoffroy Lequatre to dress US/Italian WorldTour squad off the bike
Cannondale Pro Cycling ad G4 have announced a partnership that will see the French clothing brand provide the team with casual attire for the next two years. G4 is the company Côte d’Azur-based brand of French rider Geoffroy Lequatre, whose nickname “G4” reportedly comes from his two seasons at RadioShack in 2010 and 2011, as anglophone riders were unable to pronounce his first name; “Lequatre” also neatly translates as “The Four”.
“In G4 we found a very enthusiastic partner” said Cannondale Pro Cycling team manager Roberto Amadio. “Casual clothes are an important vehicle in terms of image for a team and we have really appreciated the G4’s approach and design.”
Established in 2010, G4 outfits and sponsors a number of French riders, including national cyclocross champion Lucie Chainel-Lefevre. Although the company has only been in existence for less than three years, Amadio feels that it fits the Cannondale Pro Cycling team well.
“The team has a reputation for nurturing and developing young riders and we apply the sam philosophy to some of our business partners,” he said.
Lequatre rode for Bretagne-Séché Environnement in 2013 but, with the market flooded with several riders whose teams folded at the end of last year, has yet to find a ride for this year. The 32-year-old’s business – which he runs alongside partner Petra Harangi – has been given a boost that should ease the transition if he decides to retire from professional cycling, however.
“It was important for us to partner with a WorldTour team that shared our desire for perfection with a twist of fun,” Lequatre said. “The team’s rich history and distinctive cycling kit provided the inspiration for the designs, while rider comfort and style dictated the choice of materials.”