Whit and Zack with the FoCo Fondo are stoked to be pumped to announce a new title partner, branding and routes for 2022. Read the full release below.
FoCo Fondo is back for more in 2022 with new routes, a rebrand, and new title partner Fat Tire. We’ve worked with New Belgium since inception and creating this relationship with their Fat Tire brand came naturally. Fat Tire is a certified carbon neutral beer and uses the brand’s voice to create action for climate change, diversity, and inclusion, to better the outdoor industry.
FoCo Fondo’s branding gets brought clearly into the Bike Sports family thanks to creative agency Bonfire Effect and is letting its attitude out. We’re taking back the word Fondo. This is not an old, stodgy, leather chamois, road race ride. This is a foot out, flat out, dirt, gravel, mixed terrain, make it to the finish and win a bolo tie kind of event. Ride it, or race it. We’re just glad you are here. #doityouwont.
Last year, the event saw over 750 riders embark on 12-mile to 107-mile adventures from New Belgium Brewing. In addition to the four traditional route options, drops a new premiereTriple Dog Dare You 145-mile route, complete with $6000 prize purse, if you are the bike-racing sort. Matched equivalent prizes for the non-binary category. Did we mention there are handmade bolo ties for those coming in under a special time limit? Also, e-bike, tandem, and kid-friendly (aka FREE). It’s truly an event for the people, the bike-lovin’ people.
The pre-event activities kick off July 23rd with coffee meet ups, shake-down rides, of course some Fat Tire too. The main day, Sunday, July 24th, kicks off early at 6am for 145-mile riders and with the bell-curve finishing from 11-2pm. Live music, activities for kids, local businesses and bike industry vendors round out the finish-festival fun.
Leading into event day, FoCo Fondo focuses on inclusion of riders of all backgrounds through thoughtful partnerships, free, monthly training rides, connections to experts and important resources, and providing entries and housing to those that need it. The event is as much about lifting up local heroes as it is carefully selected partners in the cycling industry.
FoCo Fondo is a part of the Bike Sports family, a funky fun bike brand by long-time professional bike racers and current gravel athletes, Whitney and Zack Allison. Bike Sports is committed to expertly guiding your two-wheeled experience. From fueling the fun to pushing limits, we believe in a bike’s ability to open opportunities and realize dreams. While the industry is full of noise, wrong turns, and potholes, Bike Sports paves the way to a funky fun cycling adventure for all.
