The first carbon bicycle. The first aero ‘cow-horn’ bar.
The first Lycra cycling shorts. The first sublimated jersey.

For more than 40 years, the Founder of the Swiss-apparel brand ASSOS, Toni Maier, pictured above and center lead image,  has had a profound influence on the sport of cycling.

A short documentary film,  forToni: A History of Firsts, pays homage to Maier and celebrates his revolutionary innovations in the sport of cycling.

In the film, cycling legends Urs Freuler, Bernard Hinault, Miguel Induráin, Joop Zoetemelk, Nicolas Roche and Maier, seated with Toni in the lead photo, are gathered to discuss the impact Maier’s contributions have had on the sport since 1976.

How often do you get the riders behind 19 Grand Tour victories, 11 Tour de France victories, 13 World Championships, 19 National Championships, three Olympic Golds and six Monument victories together in one room? Toni Maier is enough to do just that, as the man whose revolutionary innovations helped propel these riders to the top.

To coincide with the release of the short film, ASSOS has launched a limited-edition jersey in three colorways for Spring/Summer 2018 to pay homage to Toni Maier, shown below.

Photos courtesy ASSOS