BMC has always focused on cycling innovation to create speed. It's known that innovation to create speed doesn't stop at the bike. In 2019, people in and around BMC got talking about the role of cycling apparel and a passion project was born: ADICTA LAB. While a holistic approach to creating speed remained a priority, he realised a bigger opportunity, namely to promote sustainability in the bike industry.

ADICTA LAB is about the cyclist and the road, the path, the trail. It pursues that state of connected perfection. Without distractions. The Lab focuses on achieving it. Improving performance through an environmentally responsible approach. For the future of our planet. For the future of driving. ADICTA LAB calls it Win-Win.

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