Leading South African outdoor and sportswear company, First Ascent, has committed to a partnership with Dryland Event Management, the company that organises many of South Africa’s most prestigious mountain biking and trail running events. First Ascent is owned by Performance Brands, along with other sporting and outdoor brands such as Capestorm, Second Skins and African Nature.
The partnership will see Dryland make use of First Ascent product for staff, event entrants and race villages. This includes luggage, tents, rainwear, winter gear and technical sporting apparel.
Dryland Event Management organises seven annual mountain bike events, namely Momentum Health Attakwas Extreme, presented by Biogen, Momentum Health Tankwa Trek, presented by Biogen, 36ONE MTB Challenge, Glacier Cradle Traverse, Glacier Storms River Traverse, Ladismith Cheese 7Weekspoort MTB Challenge, Momentum Health Cape Pioneer Trek, presented by Biogen. The Oudtshoorn-based company also organises three annual trail running events, namely Tankwa Trail, Dryland Traverse and Attakwas Trail Run.
“First Ascent produces a range of technical sports apparel as well as all-weather gear and equipment for outdoor activities. The brand is known in South Africa for offering high quality merchandise at reasonable prices, helping make sports like mountain biking and trail running more accessible,” said Henco Rademeyer, co-founder of Dryland Event Management.
“With our events, we have a very similar ethos – creating a high quality, memorable outdoor South African experience at a reasonable price. This makes the partnership with First Ascent most appropriate,” added Rademeyer.
“First Ascent is very excited to be partnering with Dryland Event Management as the Official Apparel and Luggage Sponsor, which will see all of Dryland’s events being supplied with First Ascent product. The partnership between First Ascent, South Africa’s top technical outdoor brand and an event management company of the calibre of Dryland, is the perfect match,” said Stuart Young, CEO of Performance Brands.
“We have identified Dryland Event Management as industry leaders in organising mountain bike and trail running events in South Africa and, with their range of world-class events, it presents the perfect platform for First Ascent to take event apparel and equipment in South Africa to a new level.
“We as a brand relate to the Dryland event offering, one which draws a dedicated and enthusiastic group of athletes. With cycling and running being two key focus areas for First Ascent, this partnership will provide a great platform to ensure the event experience for each participant is enhanced through trusted, technical outdoor and sporting products.
“Not only do we want to provide top technical gear to those participating in Dryland events, but also build long-lasting relationships with the participants, and the outdoor market as a whole. As a brand, this is what First Ascent is about,” added Young.