Primal Wear Ups Support for the American Diabetes Association's Tour de Cure to Celebrate its 20th Anniversary


Primal Wear Ups Support for the American Diabetes Association’s
Tour de Cure to Celebrate its 20th Anniversary


Unique sponsorship will donate 15 percent of all teams custom apparel

back to their fundraising effort

DENVER – February 2, 2011 - Primal Wear, a leading designer and manufacturer of branded and custom technical cycling apparel, today announced it will expand its support of the American Diabetes Association’s Tour de Cure as the annual fundraising ride celebrates its 20th anniversary.

As Primal’s relationship with the Association enters its third year, the apparel manufacturer will donate 15 percent of all Tour de Cure teams’ custom apparel orders back to that team’s fundraising account. Primal will also assist in the design process and complete order fulfillment and shipping with no additional fees.

“We know that every dollar these teams raise counts toward advancing research, increasing awareness, improving support and one day finding a cure,” said Dave Edwards, Primal founder and CEO. “Supporting the American Diabetes Association is one of the most important things we could do and we’re thrilled to have the chance to do it again in 2011.”

Primal began producing jerseys and accessories for the American Diabetes Association and the Tour de Cure in 2009 and has also helped expand the Association’s Red Rider logo and jersey program in 2007, which honors and supports those riders living with diabetes everyday.

“Last year more than 50,000 cyclists across the country participated in the Tour de Cure, and Primal’s continuing involvement and generous contributions are an enormous help in expanding our reach and supporting our mission,” said Sarah Prevost, associate director of the Tour de Cure.

Primal’s involvement in the launch and expansion the event’s Red Rider program increases recognition within the Tour de Cure events for participants who have diabetes, have a friend or family member with the disease or are strong supporters of the cause but don’t have a team of their own.

“Primal has been a great advocate for the American Diabetes Association and of the Red Rider program, providing us not only with amazing jerseys for our riders, but with a partner in the fight against diabetes,” said Mari Ruddy, founder of the Red Rider program. “Now with 15 percent of teams’ apparel costs going right back to the Association, riders have one more way to help meet their fundraising goals and contribute to our cause.”

To find out when one of the more than 80 Tour events around the country will be near you or to learn more about the Tour de Cure, visit
For more information on Primal Wear, go to

Tour de Cure Kit

About American Diabetes Association Tour de Cure:
Tour de Cure is a series of fundraising cycling events held in 43 states nationwide to benefit the American Diabetes Association.
The Tour is a ride, not a race, with routes designed for everyone from the occasional rider to the experienced cyclist. Whether participants ride 10 miles or 100 miles, they travel a route supported from start to finish with rest stops, food to fuel the journey and fans to cheer them on.
Last year, more than 50,000 cyclists in 80 Tour events raised nearly $17 million to support the mission of the Association: to prevent and cure diabetes and to improve the lives of all people affected by diabetes.

About Red Riders:
The purpose of the Red Riders is to support everyone who lives with diabetes and showcases the courage it takes to live every day with this difficult condition.
Anyone with type 1 or type 2 diabetes is eligible to become a Red Rider. Simply contact a local Tour de Cure coordinator to be recognized as a Red Rider and receive FREE recognition gifts on the day of the event such as a Red Rider Jersey or Red Rider T-Shirt in the cities that provide them.
An option for Red Riders as well as those that support the Red Riders is Team Red. Team Red is open to anyone who wants to support the Red Riders and is not already on a team.
Participants who are already on a corporate or family team can stay on their team and still be recognized as a Red Rider.

About Primal Wear

Primal Wear, founded in 1992 by avid cyclists, manufactures highly technical and authentic cycling apparel and some of the most recognizable jerseys in the world. Primal ( has stayed true to its grassroots culture while steadily growing its customer base by providing branded and custom clothing to hundreds of thousands of cyclists every year from around the globe. As a company of die-hard cyclists committed to improving the sport, and designers dedicated to innovation and creativity, Primal keeps in touch with the soul of the sport and its business.


Chip Smith, for Primal Wear

About the author: Mtbr is a site by mountain bikers for mountain bikers. We are the best online resource for information for mountain bikers of all abilities, ages and interests.

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