The INEOS Grenadiers WorldTour Cycling Team has appointed British challenger brand SunGod as the team’s long-term performance eyewear partner, commencing in 2023.
This new collaboration between SunGod and the INEOS Grenadiers will see the team sporting SunGod eyewear in both its elite road cycling and off-road racing programmes. The Grenadiers’ well-known philosophy of continuous improvement is perfectly aligned with SunGod’s mission to “See Better” as the eyewear brand strives to endlessly improve on the industry standard, fuelled by feedback from the world’s best athletes – now including the Grenadiers themselves.
The move marks SunGod’s entrance to the men’s UCI WorldTour, where the Grenadiers, who have won seven of the last 11 editions of the Tour de France, will ride in SunGod’s high performance Pace Series. This award-winning eyewear collection features the brand’s signature 8KO lens technology – a 2mm nylon-based lens material, delivering weight saving and optical advantages to the team over its incumbent eyewear.
SunGod has experienced a meteoric rise to the top of the sports world in recent years. Building its reputation on high-performing eyewear, with an exceptional digital customer experience and first-class sustainability credentials, the British challenger brand has turned heads across the industry with its forward-thinking approach. SunGod already works with a number of world-class teams – including McLaren F1, INEOS Britannia (America’s Cup sailing team) and England Rugby – who help prove both the performance and popularity of the brand in competition and beyond. With the addition of the Grenadiers, SunGod now strengthens the depth and breadth of its unrivalled partner community even further.
As a B Corp, SunGod has pioneered social and environmental sustainability since its inception, from its unique lifetime guarantee on all products, to projects such as its MOMENTUM campaign – a celebration of female cyclists on the road to the Tour de France Femmes. INEOS Grenadiers’ recent signing of multi-disciplinary cycling World Champion Pauline Ferrand-Prévot builds solid foundations for both organisations to drive positive, lasting change in the sport.
Rod Ellingworth, Deputy Team Principal of INEOS Grenadiers said: “INEOS Grenadiers is a performance-led team so we pride ourselves on working with the most forward-thinking, agile and performance-driven partners – that’s why we’ve chosen SunGod as our new, long-term eyewear partner. Their product quality and commitment to continuously raising the industry bar is excellent and we’re really excited by the pipeline of innovative products we will develop together. We’re delighted to welcome SunGod to the team and look forward to showcasing their products at the highest level of competitive cycling.”
Ali Watkiss, CEO and Co-Founder of SunGod said: “Securing the support of the Grenadiers in our mission to See Better is a statement of SunGod’s deep-rooted ambition to challenge and change our industry for the better. We’re deeply honoured that the team have chosen to put their trust in us and feel proud to become a part of the Grenadiers’ phenomenal place in the history of this great sport.”