As part of a new multi-year licensing agreement between Life Time and Rudy Project, the brands will jointly offer a curated selection of cycling helmets representing four off-road races that Rudy Project is sponsoring in 2021: Garmin UNBOUND Gravel, Stages Cycling Leadville Trail 100 MTB, Chequamegon MTB Festival and Lutsen 99er.

“For years, our athletes have asked us for more branded products so they can proudly share their accomplishments with other cyclists,” said Kimo Seymour, president, events and media, Life Time. “The superior craftsmanship of Rudy Project’s products combined with these unique designs makes for the ultimate cool factor. We’re also excited about this partnership because it’s the first step in a promising future of licensing collaborations with other top-tier brands for our company.”

Johnny Vu, event sales director, Rudy Project, added, “We’re thrilled to launch these exclusive helmet editions for Lifetime and can’t wait to receive athlete feedback. We enjoyed the challenge of working with Life Time to identify and extract the character of each of the four races and to incorporate them into each of the respective designs.

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Photos courtesy Life Time x Rudy Project