Alpinism Meets Cycling: Millet and Canyon Explore New Sporting Horizons
Annecy, woensdag, 2 juli 2025.
Millet and Canyon launch an innovative ‘Bike to Climb’ collection that blurs the boundaries between cycling and alpinism. This strategic collaboration results in a unique 8-piece technical clothing line that accompanies athletes from home base to mountain peak. Targeting the rapidly growing gravel market, the collection demonstrates how outdoor brands can creatively approach new target groups by combining complementary expertise. The collection reflects a clear vision: functional clothing that embraces both performance and adventure, challenging athletes to transcend disciplines.
Innovative Brand Collaboration
The ‘Bike to Climb’ collection from Millet and Canyon is a strategic collaboration encompassing eight unisex technical clothing pieces, including the waterproof Route 3L JKT jacket and the breathable Route fleece with a balaclava-like hood [1][2]. Frédéric Fages, Brand Director of Millet, emphasises that their collaborations are more than just product creation: ‘We want meaning, a clear story, and real added value for our communities’ [1].
Strategic Market Approach
Through this collaboration, Millet is specifically targeting the rapidly growing gravel cycling market, which has a much larger potential customer reach than pure alpinism [1]. The collection is designed to guide users from home base to mountain peak, with a focus on connecting different outdoor disciplines [2].
Brand Strategy and Future Vision
Millet evaluates collaborations based on category complementarity, cultural affinity, and community potential [1]. The brand is exploring new areas aligned with their mountain expertise, with potential future expansion into other outdoor segments [1]. The company, which generated nearly 90 million euros in revenue in 2024, is currently consolidating their retail network [1].