The Wolfpack is now the Raptors. Kinda.
Soudal Quick-Step has announced that they will rebrand as T-Rex Quick-Step for the 2024 Vuelta a España, kicking off this Saturday in Lisbon. The team will sport a special Castelli jersey featuring a T-Rex design, with their kit and various dinosaur-themed initiatives taking place throughout the three-week race.
What is Soudal, anyway?
Title sponsor Soudal is a Belgian-based independent European producer of silicones, caulks, polyurethane foams, and adhesives. T-Rex adhesives is one of Soudal’s brands: powerful, durable products designed for heavy-duty construction and repair, known for their strong adhesion.
It’s common for teams to occasionally rebrand with different products to promote items or lines. For example, when Total Direct Energie rebranded as TotalEnergies, the kit and team name changed accordingly in 2021. Cycling teams have also rebranded their kits to align with a product that has a different name in a specific region.
Patrick Lefevere’s marketing team is having a field day with the new name. “There will also be a dinosaur-related theme throughout the race, so keep your eyes peeled for our T-Rexes around the peloton,” a statement read.
The team leader, Mikel Landa… erm, sorry, now he’s Mikel Landismosaurus Rex (…) is definitely getting in on the fun. Or at least, he’s being told to.
After seeing his new kit, Mikel Landismosaurus Rex said: “It is a really cool design. The dinosaur face is something very different from anything else in the peloton, and I think this is an iconic design that people will remember for a long time. It is a great way to thank Soudal for their support and promote one of the brands that is very important to them, but we have done it in a stylish way that will catch a lot of attention.”
Given that so many jerseys look so similar every year, one thing is for sure: this dino-kit will stand out.
The Vuelta a España begins Saturday.
Click Here to Read the Full Original Article at Canadian Cycling Magazine…