Ekoi

Sport, plein air & fitness

Ekoi is a French direct-to-consumer cycling brand that sells performance apparel, helmets, shoes, sunglasses, gloves, and accessories for road, MTB, triathlon, and gravel riders. Prices sit in the mid-range—most jerseys and bib shorts €80-140, carbon-soled shoes €160-220, and aero helmets €140-190—sold almost exclusively through ekoi.com with limited pop-up outlets in major European races. The company offers a “custom kit” configurator that lets clubs and individuals order one-off colorways with a 3-week turnaround. The brand’s visibility comes from long-running sponsorships of WorldTour teams (Cofidis, Lotto Dstny) and Ironman athletes, supplying race-proven products that are then released almost unchanged to consumers. Ekoi was an early adopter of photochromic and polarized lenses in cycling glasses, and its Competition aero road helmet and E-Land running-style MTB shoe have become cult favorites for delivering pro-level specs at half the price of legacy Italian brands. Core buyers are serious amateur racers and club riders who want pro-team aesthetics and technical fabrics without paying premium Italian prices. They value the ability to match kit exactly to their club colors, appreciate French design, and follow European pro racing closely; sustainability is secondary to performance and value. Ekoi competes in the crowded “direct-to-consumer performance cycling” space against other online-only or small-catalog brands that bypass bike shops. It differentiates by leveraging live race exposure, rapid custom production, and aggressive pricing on carbon footwear and aero helmets—categories where traditional players still rely on retail mark-ups.

Pro team gear without the pro team markup, direct to you

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