POC joins Norco adidas Race Division as protection, eyewear and apparel partner
STOCKHOLM, Sweden (April 29, 2026) — A new multi-year partnership brings together Swedish protection and apparel specialist POC with Norco adidas Race Division as the team prepares to compete on downhill’s biggest stage this season. POC will equip the team with riding apparel, eyewear and full protection, including helmets and body armor.
A new race kit, technically developed and produced by POC, with visual design created collaboratively by Norco and adidas, will be unveiled at the World Series season debut in Mona Yongpyong, South Korea on May 1.
POC is proud to announce its partnership with Norco adidas Race Division, joining the team as a major partner for the UCI Downhill World Series as part of a multi-year agreement covering riding apparel, eyewear, helmets and body armour. It marks POC’s return to World Cup downhill racing, the discipline where the brand first made its name in mountain biking and one that remains deeply rooted in its DNA and mission.
Downhill mountain biking occupies a unique place in the sport. Performance margins are small, technical demands are high, and the consequences of getting things wrong are real. At the same time, it remains one of the most valuable environments for innovation, where advances in protection, materials and riding apparel can be tested in their most demanding setting, and where close collaboration between athletes, engineers and brands can directly influence product development.
That combination of performance, safety and innovation is what makes downhill such a natural fit for POC. It also creates a strong connection with Norco, a brand that has built its reputation on product development, technical progression and a willingness to challenge conventional thinking. Those shared values form the foundation of this partnership.
The team, Gracey Hemstreet, Danny Hart, Erice Van Leuven, Bodhi Kuhn and Lina Frener, will race in a new kit technically developed and produced by POC, with visual design created collaboratively by Norco and adidas. It will make its first appearance at the opening World Series round in Mona Yongpyong, South Korea on May 1. The full equipment package supplied by POC spans riding apparel, eyewear, body armour and helmets. Many of these products incorporate patented technologies backed by extensive research and development, and will now continue to evolve through ongoing feedback and testing at the highest level of competition.
POC and Norco share a strong technical mindset, and that alignment will be important in helping the team perform at its best. Just as important is a shared approach to building something with intention. Norco is committed to creating a team environment where every athlete is supported to perform at their highest level. With a roster that currently includes more female riders than male, Norco adidas Race Division also reflects a broader commitment to visible representation and meaningful long-term progress within the sport.
Oscar Huss, Chief Product Officer at POC, said: "Returning to the World Cup downhill circuit is something we have been working towards, and doing it with Norco is exactly the right way to do it. We know that downhill is where many of the most important questions in protection and apparel development get their most honest answers. But what excites us most about this partnership is the quality of the collaboration it makes possible. Norco’s approach has the same seriousness and curiosity as we do, and we are very much looking forward to what we can develop together over the coming seasons."
Elisabeth Petersilie, Brand Director at Norco, said, "We’re excited about this new partnership because it fits with what we’re trying to build with Norco adidas Race Division. At Norco, we care deeply about product and how our bikes are developed, and we want to work with partners who take their category just as seriously. POC has real credibility in protection and apparel, but just as important, they bring an approach to development that feels aligned with how we think and work, and the standard we want around this team. It’s a very natural fit for us."
Assets are available to download here.
ABOUT POC
Born and based in Stockholm, Sweden, POC is a safety and performance pioneer on a global mission: protect lives and reduce the consequences of accidents for athletes and anyone inspired to be one. Creating all types of protection for cycling and snow sports, POC uses research, scientific methods and rigorous testing in its pursuit of innovation.
Contact
Damian Phillips
Global Director - PR, Communication and Partnerships
POC HQ, Stockholm
Mobile: +46 702 77 69 44
About Norco
Founded as Northern Cycle Industries in 1964, Norco is a global leader in high-performance mountain bikes, known for its commitment to innovation, quality craftsmanship and the pursuit of industry-leading excellence. The mountains and trails of British Columbia are hard-wired into the DNA at Norco, and they will always be the ultimate inspiration for the character and performance of every Norco bike. Norco.com
