Endura Sport

Endura Partners with Adventure Cyclist James Hayden

Endura are proud to sponsor James Hayden, inspirational adventure cyclist and two times winner of the Transcontinental. Following his switch to off-road ultra-endurance races last year James’s 2020 season opener is the Atlas Mountain Race (AMR) in Morocco, starting on the 15th of February in Marrakesh and finishing in Agadir. The iconic, unsupported, single-stage AMR cycling race covers 1145 kilometres on gravel, single and double track and old colonial pistes and includes 20,000m of climbing. With an attempted robbery by horseback highwayman costing James a significant lead in his first Silk Road Mountain Race in 2019 expect to see him back at the front of the pack this year looking for the win.


Endura has a long history of more than 25 years on and off road which makes them the authentic choice for adventure. With a rack of innovations they focus on the substance of advantage.

“I am really excited to announce that this year I am partnering with Endura - a Scottish born innovative brand who provide multi-functional cycling kit” says James. “This partnership is a perfect fit for me; during ultra-races I can find myself in 40 degree heat, to then being caught in a snowstorm all in the same race - so I need kit that fits a range of ever-changing conditions which Endura certainly deliver on. I can’t wait to get out to Morocco and put this kit to the test in the Atlas Mountains. Thanks for all your support Endura!”



Endura’s wide product range covering all the different “tribes” of rider offers the variety of product required to equip a rider looking to win multi-day, self-supported ultra-endurance races. For the AMR James has selected an assortment of premium road Pro SL and MT500 mountain bike product to provide the perfect balance of high intensity performance and long ride durability and comfort.

Ian Young, Product Manager at Endura, adds: “We love working with exceptional athletes who have the knowledge and enthusiasm to get involved in testing and feeding back into the product development process as well as riding our kit in the heat of competition. James definitely fits into this category and shares Endura’s ethos of Renegade Progress, always looking at ways to improve and advance our products, and we look forward to working closely with him over the years to come.”