“We Are The A” – A Logo So Powerful, an Airline Tried to Buy It.
12th March 2026, Stabio – ASSOS of Switzerland, the performance cycling apparel brand, proudly unveils its limited‑edition “We Are The A” jersey, an artistic celebration of the brand’s journey and the meaning behind its iconic emblem as it celebrates its fiftieth anniversary.
More than a name, the A symbolises the essentials of ASSOS: speed, Swiss heritage, and the brand's position. Originating in 1976 when founder Toni Maier tasked a designer with combining the Swiss cross with an element of speed, the A quickly became a mark of identity. Its design was so strong that Swiss Air offered to buy the design at ten times its original value, a testament to its quality and perception.
The “We Are The A” jersey breathes new creative life into that symbol. Built on the core of the racing series, the limited edition version of the ASSOS EQUIPE/DYORA R Jersey S11 “We Are The A” uses bold, geometric graphics to stretch the original form of the A across the fabric. It’s a visual echo of motion, a graphic that captures the development of the first sketch to the final outcome of the A.
Underneath the aesthetic, the jersey is engineered with the same performance features that define ASSOS’ racing line. Constructed from ultralight, hyper‑cooling AirCell textile, it’s designed for high‑intensity efforts and hot conditions, where breathability and aerodynamics make all the difference.
Available exclusively in the EQUIPE/DYORA R Racing Line, the “We Are The A” jersey blends radical design with race‑ready performance. It’s for riders who don’t just follow the brand's history - they ride it.
For more information and to secure this limited‑edition piece, visit www.assos.com
A selection of imagery can be found here.
Jordan Matthews
About ASSOS of Switzerland
ASSOS’ passion for cycling was born 49 years ago in the heart of Switzerland, standing out with a unique focus on high-end technologies and maniacal attention to detail. To this day, after 400 Olympic and World Championship medals and 25 patents, ASSOS’ protocol has remained steadfast: “to destroy, reset, and improve.” Whether it’s developing its own textiles, exclusive fabrics within 150km from its headquarters, stress-testing prototypes with WorldTour athletes, or refining a product over the course of several years, the merging of total comfort and technical performance is the hallmark of every ASSOS product.
