Brand Champions

SUGOI Performance Apparel to Launch “KING OF THE ROAD” Signature Custom Jersey with Cannondale Pro Cycling Team Rider Ted King

Partial Proceeds Support the Krempels Center

Aug 1, 2013 (Burnaby, BC) – SUGOI Performance Apparel, a premium brand of Dorel Industries Inc. (TSX: DII.B, DII.A) and Cannondale Pro Cycling’s official technical sponsor, has partnered with Cannondale Pro Cycling team rider Ted King to produce King’s first signature custom jersey, “KING OF THE ROAD.”

King has made a name for himself pushing the pace at the front of the peloton in major races throughout the world. Spending countless hours towing the peloton and playing lead-out man for teammates like Peter Sagan has earned him the moniker “KING OF THE ROAD.” So when King decided it was time for his first signature jersey, he knew it had to do three things: hold his crown, flaunt his New England roots and support a cause close to his heart.

Hands-on throughout the entire creative process, King worked closely with the SUGOI team to deliver his vision. A bold plaid pattern captures the rustic outdoor New Englander in his element. Complete with a bottle of maple syrup snug into the back pocket to fuel the ride, his signature crown logo Emblazoned across the back, and a playful name tag on the chest reading “I am NOT Ted King”, people quickly learn who truly is “KING OF THE ROAD.”

Most importantly, partial proceeds from each jersey go to help support the Krempels Center, dedicated to improving the lives of people with brain injury in King’s native New Hampshire. “My parents are an enormous inspiration to me. Every day I pedal my bike, I have them to thank for getting me this far,” explained King. “When my Dad suffered a stroke ten years ago, it rocked our world. His strength is perseverance. It inspires me every day.”

Cheer for Ted King and the Cannondale Pro Cycling team at the US Pro Challenge, August 19-25.

To purchase the Ted King “KING OF THE ROAD” Custom Jersey for $70 US, visit:

To learn more about the Krempels Center:

Follow Sugoi: | Facebook: | Twitter: @SUGOI_Apparel

Follow Ted King: | Facebook: Facebookcom/iamtedking |Twitter: @iamTedKing


SUGOI is a premium brand of Dorel Industries (TSX: DII.B, DII.A). Dorel creates style and excitement in equal measure to safety, quality and value. Dorel’s powerfully branded products include Safety 1st, Quinny, Cosco, Maxi-Cosi and Bébé Confort in Juvenile as well as Cannondale, Schwinn, GT, Mongoose, SUGOI, Charge Bikes, IronHorse, InSTEP, KidTrax and the GURU Experience in Recreational/Leisure. Dorel has annual sales of over US$2.5 billion and employs close to 5,400 in facilities located in twenty-four countries worldwide. Since 1987, SUGOI has been focused on inspiring confidence through its highly technical athletic products, made using the finest materials available. For more information on SUGOI please visit

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Media Contact:

Richard Adams Marketing Manager 604-637-8945

Posted on Aug 15, 2013