7mesh is backing the Further Event Series: three ultra-distance races run in the Pyrenees, on England’s eastern fringe and in the Scottish Highlands.
The routes
The series runs as three events. Perseverance in the Pyrenees, Equinox in the east of England and Elements in Scotland.
Each course is the work of Further founder Camille McMillan, built from hours over maps and days scouting remote roads and trails. They reward resilience and improvisation as much as speed, and they are designed to hand riders something they did not expect.
Why Further
McMillan on why he took the partnership: “When it comes to brands that support or partner with Further, the important thing for me is authenticity. If I look at cycling apparel brands, I see very few that are the ‘real deal’. For me, 7mesh does it for the right reasons. Not trends, not growth, their aim is to create great clothing to bike ride in.”
“This is one of our first major international event sponsorships,” said 7mesh Director of Marketing Aidan Oliver, “so it’s definitely a proud moment for us. This is something we’ve wanted to do for a while, but the right partnership eluded us until we began talking to Further. We couldn’t be more excited and look forward to working closely with the Further team to develop the series, refine the model and explore future adventures.”
Learn more about the Further series at frthr.co, and follow @7meshinc and @frthr.co.
