Millet and Canyon launch 'Bike to Climb' capsule for gravel and climbing enthusiasts
These partnerships mark a deeper shift in Millet's strategy. The brand is moving away from short-term collaborations and instead focusing on long-term, purpose-driven alliances that support its identity and values.
'We don't collaborate just to launch products. There has to be a clear narrative and added value for our communities,' said Frédéric Fages, brand director at Millet. 'We build long-term projects with brands that complement us—not compete—and combine our expertise in meaningful ways.'
Canyon, a fast-growing name in the cycling world, shares Millet's values. The collaboration focuses on gravel biking, a booming discipline that naturally intersects with mountaineering. Millet contributed its ultralight materials and ergonomic backpack design expertise to enhance rider comfort and functionality. But performance wasn't the only objective.
'Our athletes, like Symon Welfringer and Emilie Morier, go from cycling to climbing on the same day. This capsule reflects how they actually live and train,' added the brand manager.
The 'Bike to Climb' capsule includes eight gender-neutral items designed for smooth transitions—whether it's from biking to climbing, or road to rock. Highlights include the Route 3L JKT waterproof jacket, made using Polartec and Pertex membranes, and the Route fleece jacket, which features a balaclava-style hood that fits under a helmet and supports high-intensity activities.
Every Millet collaboration is assessed using a strict set of criteria: shared market segments, brand culture, community resonance, and alignment with strategic pillars like CSR and regional impact.
'We want to build relationships with communities that reflect our outdoor mindset and grow with them,' said Fages.
Gravel cycling gives Millet access to a broader, fast-growing market—one that commands more volume than traditional mountaineering. While performance remains essential, Fages emphasized the importance of authenticity and storytelling.
'Every collaboration must serve a purpose. Customers are smart—they know the difference between something real and something that's just for marketing. The product has to deliver, always.'
For Millet, collaborations are not just about reach but about relevance. By building partnerships around active niche communities, the brand increases its credibility and fosters long-term loyalty.
The collaboration with Canyon is expected to continue beyond this first release. A follow-up chapter with Element is already underway. With projected revenues nearing €90 million in 2024, Millet is doubling down on thoughtful partnerships to enter new territories—from summit trails to gravel paths to coastal rides.
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