Long ago a famed cycling team faced a big decision about its bike supplier. The request was for a vast quantity, so large that the supplier replied after the first quarter order: “We made a mistake and gave us the first-quarter arrangement. We want bikes for the entire year.” The note hinted at a core challenge in sports manufacturing: scale and timing matter when results ride on the line.
In the late 1990s, many groups endured losses as sponsors tightened support. Doping concerns also surfaced, pushing firms to explore other sports that seemed easier to regulate. As economic pressures eased, cuts persisted and governance over contributions tightened across the board.
More cars, more buses, more petrol
Cycling, like other sports, saw a rise in entourage transport. Cars, buses, and even pickup trucks became part of the scene, creating a broader logistical footprint. The caravan weaved past gas stations near hotels hosting teams in major races such as the Tour, with hybrids and electric vehicles gradually joining the parade of support vehicles.
Apparel followed suit, embracing sustainable production. Brands moved toward eco-friendly packaging while teams pushed to minimize waste as athletes prepared for stages. Efforts to refresh designs to boost jersey and shorts sales remained a constant feature, shaping the sport’s wardrobe as a fashion statement and a communication tool.
Uno-X Pro Cycling Team publicly outlined its 2023 design stance: the team aimed to curb consumption by maintaining the same look as the previous season, trimming the overall clothing order for 2023, and keeping loyal fans engaged from the season’s start. The message circulated as a visual reminder of responsibility, with a nod to supporters who would continue to recognize the squad next season.
Fashion and branding emerged as a powerful influence two or three years earlier, with social media channels filled with images of riders showcasing new year looks and teams teasing redesigned gear for media reach and commercial promotion. Even football clubs saw sponsors rolling out apparel in advance to maximize pre-season buzz, inviting fans to preview new skins before the players hit the field.
Yet Uno-X stands out as a disruptor in this pattern. The Norwegian team has earned a reputation as one of the most innovative outfits in the global peloton, with anticipation building around a potential Tour de France debut in the near future—maybe even this year.
“No change in season”
The squad focuses on developing novice cyclists in Scandinavia. Management, linked to a sponsor gas station chain operating in Norway and Denmark, decided to keep the 2022 wardrobe unchanged to avoid unnecessary increases in the carbon footprint.
“No change compared to last season. We need to reduce consumption,” Uno-X stated on social media, highlighting that sticking with the same design would shrink the 2023 clothing order. The note suggested that fans would recognize the team from day one of the next season. Norwegian star Alexandre Kristoff has emerged as a leading figure for the squad, with the Tour already on the horizon for him.
The announcement arrived as some major squads prepared fresh designs, including Ineos and Movistar, who revealed shifts in color schemes. The Scandinavian outfit, in contrast, reaffirmed a commitment to sustainable practices while keeping performance at the core of its strategy.
In this evolving landscape, Uno-X’s stance centers on balancing visibility, performance, and environmental responsibility rather than chasing every trend. The team leadership believes that sustainable choices can align with high-level results and that a steady approach to gear and apparel can benefit both athletes and fans. The broader peloton continued to push for responsible consumption while pursuing ambitions on the world stage. A growing emphasis on environmental stewardship underscores the evolving relationship between sport, sponsorship, and sustainability—where the gear worn becomes part of a larger narrative about the sport’s trajectory and its influence beyond the road.
Despite shifting dynamics, including heavier outfits from other teams, Uno-X’s plan remained clear: keep pace with the sport’s evolution while staying true to a philosophy of reduced waste and consistent branding. The team’s stance mirrors a broader shift within cycling toward smarter, more sustainable operations that resonate with fans and sponsors alike, even as competition intensifies and attention centers on the next grand tour.