Yesterday 220 attended the glitzy launch of the new Boardman Performance Series range for 2014 in London’s Kings Cross. There were a number of highlights (including the Halfords’ founder telling us to take buffet items home) plus a surprise or two.
The range is exclusive to Halfords in the UK and Ireland, with the brands announcing a 10-year partnership pre-launch. The 2014 Performance Series has been expanded to incorporate a variety of disciplines, including five road bikes, two cyclocross, seven MTBs, four hybrids, two ‘MX’ (multi-terrain) bikes and, in the major new additions, a track specific bike and four new female specific bikes.
Chris Boardman MBE preferred to let the bikes do the talking, but added: “The 2014 Performance Series has been designed over an intense two year period focusing on maximising performance, design and quality across all bikes. It takes the brand to a new level which will ensure existing Boardman fans and new riders alike get more from their riding experience."
New to the 2014 Performance Series was the Road Pro Carbon SLR road bike, priced at £1799.99. The bike incorporates Shimano's new 22 speed Ultegra groupset, a Fizik Ardea saddle and a full uni-directional carbon fibre fork.
The new addition of Boardman Fi (Female Informed) bikes was another talking point. The range has been specifically tailored for women with an emphasis on high level performance, with the Boardman Road Sport Fi seen here retailing at £499.99 and featuring Shimano’s new Claris groupset.
The big surprise of the day was the launch of the track specific bike; the £999.99 Boardman TK Pro. Boasting a triple butted alloy frame, track-specific geometry and full carbon fork with tapered steerer (and with Chris’ track history), it certainly looked the real deal.
For more information on the Boardman Performance Series which is exclusive to Halfords in the UK, visit: www.halfords.com
