Thor Releases Fall 2022 MTB Apparel Line, Announces Partnership with Aaron Gwin

Aug 9, 2021
by Alicia Leggett  

Motocross racewear brand Thor has crossed over into the mountain bike world with the Assist bike collection in its 2022 apparel line and has announced a new partnership with Aaron Gwin.

Thor aims to provide a full range of bike apparel to cover a wide range of riding needs such as casual trail laps, full-on downhill racing, and eMTB rides. The line includes short- and long-sleeved jerseys, shorts, gloves, and even a chamois. There's also a collaboration line with Intense that includes essentially all the same Assist gear plus some pants, all with Intense's branding and signature checkerboard print.

Like Thor, Aaron Gwin is another moto-MTB crossover, so the partnership makes sense. After racing BMX then motocross before he started downhill racing, Gwin said joining THOR's factory team is what he's always wanted.

bigquotesI’ve been a huge fan of the Thor brand since I was a kid. My dad bought me my first Thor kit from the local motorcycle store when I was twelve and I always dreamed of racing for them as a pro when I grew up. Having the opportunity now to be the rider who will launch the Thor brand into mountain biking is pretty awesome. It’s funny how certain things in life come full circle, this is definitely one of those childhood “dream come true” type of moments for me. I can’t wait to get started.Aaron Gwin

The Assist collection will become available in 2022 online and from Thor dealers.






108 Comments

  • 203 36
 make sense they use a motobike for this ad. ah sorry. eBike, my bad
  • 23 233
flag freeridejerk888 (Aug 9, 2021 at 11:18) (Below Threshold)
 Do you really not know the difference or are you trying to be funny and failing
  • 15 173
flag nickfranko (Aug 9, 2021 at 11:22) (Below Threshold)
 If you think a motobike, like the Cake, and an e-bike are equivalent, I feel bad for you son. You must not have very much experience riding fun bikes.
  • 43 2
 this guy gets it, lol
  • 40 4
 @tedchalk I applaud your wit. But you're gonna draw the wrath of the moped cult now. Beer
  • 10 2
 @cuban-b-can-blow-me: Ok I can't help myself. Years ago bikes with motors were called Mopeds. Today bikes with motors are called mopeds.
  • 14 2
 @shotouthoods: yup. Just because its Energized by nat gas, coal, sun vs gasoline, it's still motor+ pedals=moped
  • 12 2
 @freeridejerk888: Do you really not know what's funny or are you trying to be witty and failing
  • 6 20
flag Theguyfromthealps (Aug 10, 2021 at 1:38) (Below Threshold)
 Funny thing. In my experience, those making fun of Ebikes are the same people who start crying like toddlers on long climbs and make excuses for not committing technical features downhill. It feels like they’re dying to get an Ebike but really struggle with their own ego, making fun of ebikes is the only way to soothe the pain and look strong to the outside. Btw: I don’t ride an ebike.
  • 14 0
 @Theguyfromthealps: Funny thing, in my experience it's the people who can't take a joke who are like that.
  • 1 11
flag Theguyfromthealps (Aug 10, 2021 at 5:02) (Below Threshold)
 @rbeach: feeling hurt?
  • 1 0
 Wait can you explain that again but slower @mi-bike:
  • 3 0
 @freeridejerk888:
Name checks out.
  • 1 0
 @freeridejerk888: uh yeah, it does, on that comment. 200 downvotes...math doesn't lie.
  • 1 0
 Wait what doesn’t lie? @Lemmyschild:
  • 1 0
 @freeridejerk888: have a comma, you'll start making sense to more than the voices.
  • 2 0
 @freeridejerk888: Lol. That namechecks out comment was gold wasnt it? Still true, too.
Are you trying not to be funny and not failing?
  • 1 0
 What was good @Lemmyschild:
  • 1 0
 @freeridejerk888: aww, all done little boi?
  • 46 2
 I guess including a link was too much work here? Blank Stare

www.thormx.com/bike
  • 147 8
 Gwin musta forgot to include it, just like his application to the world champs....
  • 3 8
flag racecase (Aug 9, 2021 at 11:19) (Below Threshold)
 musta forgot cosmetics to the apparel line too.
  • 10 3
 Must be on the outside+ version
  • 2 0
 Hahah thank you! You should apply for PB
  • 5 1
 @racecase: these loom 100x better than that last TLD release.
  • 1 1
 The link is there but pg writer sets it to close pb and open thors pg. It should open thor in a new pg and keep the pb pg. Who's the site writer at pb?, this person needs to go back to class.......
  • 38 2
 does anyone actually like when gear has slogans or phrases on it? 'the first the forever' .. really? it just seems so lame
  • 30 1
 whatever distracts from the eBike I guess
  • 1 0
 It is, the Fox Drirelease is one of the worst I've seen, the back is covered in random words like a cheap Chinese t-shirt.
  • 3 0
 Very lame. Obviously cooked up in a conference room with a standing ovation at the end and someone checking off motivational/dramatic words on their buzzword bingo card. WTF does it even mean? Should there be punctuation?
  • 1 0
 They are the first company to make a jersey that matches the color of a red bull helmet? See first picture.
  • 1 1
 I like slogans but only if uttered by the guys with Black Rifle Coffee.
  • 1 0
 @blowmyfuse: Black Rifle Coffee? Really?

Gross.
  • 1 0
 @opetruzel: it's the internet. Nothing is real. Good grief.
  • 1 0
 @blowmyfuse: Charlie Brown is much better. Stick with that.
  • 1 1
 @opetruzel: your butthurt is real. Feel it. Embrace it. Tenderize it with salt.
  • 3 0
 @blowmyfuse: I'm not going to ask how or why you learned that trick to ease the pain when your butt hurts.

Cheers!
  • 34 0
 $40 for a short sleeve jersey??? Did they not get the memo that it should cost at least $75 to appeal to mtber's
  • 31 2
 We have eMTB specific clothing now?
  • 109 5
 It's cold riding uphill without working.
  • 17 5
 causal riding...sure, clothing can be specifically tailored for that
down hill...sure, clothing can be specifically tailored for that
racing...sure, clothing can be specifically tailored for that
eBike....WTF? is it fire retardant????
drawing a distinction for eBikes is like saying you make clothing specifically for 29" wheels versus 27.5"...it makes no sense
  • 2 2
 @pourquois-pas: oh damn that’s funny.
  • 24 0
 I bet it'll take a hammering
  • 1 4
 As long as there's no Mjölnir him when he rides... Mjöls are dangerous, they kill untold numbers of mountain bikers every year.
  • 4 0
 "Oh, my God. The hammer pulled you off?"
  • 1 0
 If he finds a way of lightning up his bike, he'll thunder down the mountain.
  • 1 0
 @rodeoJ: did you touch your toes with that stretch?
  • 1 0
 @TannerValhouli: -----username sounds like Valhalla. Responds to Mjolnir puns.
  • 19 1
 I am curious how much switching sponsors frequently (especially when signature products are involved) affects the value he brings to brands. Take tires for example, makes signature onza product and moves on. What does that say about the signature product?
  • 9 4
 There is certainly something to be said for products that win under a few different riders. Maxxis is a good example of that. Lots of riders from XC to DH with their tires on the podium.

I think it would be more beneficial not necessarily for Gwin to win on his signature tires, but also for other riders to win on those tires as well.

The question becomes: why pay big money to a single rider, regardless of their resume, when it may be more beneficial to put your product on a lot of rides who are mid-pack, and occasionally stand on the podium?

It'll be interesting to see how long the Gwin marketing strategy works if he (nor his team) can't get on a podium. Aaron can probably ride off into the sunset on his past and current income quite comfortably, and therefore could offer a better value than other riders for product development feedback, but eventually the consumer isn't going to care anymore, just as Peaty's or Nukeproof don't really benefit (greatly, at least) from their association with former greats. Maybe there is a hidden strategy there - in order to have the biggest impact in the market, you've gotta make it look like the product was the one thing holding you back. If suddenly Gwin starts winning and claims its all the bike, then people will take notice of the product which = $$$.

I would actually be more inclined to buy a product designed by the Commencal/Muc-Off team, or Syndicate, or YT Mob, not necessarily for their dominance, but just because of consistency.
  • 2 0
 @PHeller: in some ways, I think there is more value in what grassroots riders are running because it shows what someone putting up their own dollars would go for (commencal supreme is a great example). Maxxis may sponsor half the field, but my own bad experiences turn me away from their stuff. sure a bunch of world cup guys run their tires but they also get a new set when a casing is warped or the tire pinch flats.
  • 1 0
 No such thing as brand fidelity with this one.
  • 17 0
 It's nice that jersey comes pre-splattered with blood, major time saver.
  • 13 0
 I see how it is, you partner with him over me.... Its A Bold Strategy Cotton, Lets See If It Pays Off For Em
  • 11 0
 Motocross gear = good value, mtb gear = + 50%
  • 9 2
 Wow, Gwin on an eBike. Guy is getting old - how time flies...
  • 6 0
 I approve of this range…
  • 2 0
 In my everyday life I enjoy wearing dark colored clothing but for riding in SoCal and any Southwestern states I want light colored clothing to reflect the sun. I would think a SoCal clothing company would get that. It doesn't have to be white but, at least on the color spectrum for reflective instead of absorbing heat.
  • 6 1
 gwinners insdie line podcast was really good btw
  • 5 0
 The First The Forever. What does that mean? First what? Forever What? 21?
  • 3 0
 HammerTime would have been on point
  • 1 0
 Can we have some jerseys without huge silly brand names on them please? Just some nice well made functional mtb gear that dosen't make me look like a billboard. Does anyone make that? That black jersey would be lovely without the horrible logos.
  • 1 0
 If I wear a jersey that says Thor on it, everyone who doesn’t know the brand (most people I assume) will be asking if I’m a big Marvel fan. Explaining your clothing to someone else is like explaining a joke to someone who doesn’t get it.
  • 8 4
 The first word, "motoRcross" is misspelled.
  • 6 0
 Wow. That's like motocross 101 :-/
  • 4 0
 Thor? I want a shirt from Korg
  • 4 0
 But if he can't produce enough brochures, how are we gonna get shirts?
  • 2 0
 Thor spends a night with a woman and in the morning, Thor introduces himself

Thor : "I am Thor".
Woman : "You're thor, I can hardly walk".
  • 1 1
 In a way it’s sad to see greatness peaked, playing for security and no longer glory. Something about the drive of the young gun pushing just past the edge for a chance to stand on top that dies when you’ve been at the top for too long. Not that I could, or have ever done what top athletes do, just an unfortunate reality in our world to watch the best peak, then fade clinging to every last dollar.
  • 3 2
 Thor easily makes some of the coolest moto gear. Glad they're expanding the mtb selection this year to include more non-intense branded stuff!
  • 2 1
 Thor - owned by Parts Unlimited, Parts Unlimited distributes Intense E Bikes to moto shops - the marketing makes sense from that perspective.
  • 2 0
 Throw Gwinn a bone peeps! He can't win a WC race anymore, but he can hock gear all day Smile
  • 1 0
 Is this going to be the usual nonsense where their full outfit, not including padding, is like $300?
  • 11 9
 ebikes are not mountain bikes lol. Ebike clothing, cringe.
  • 2 0
 That's right. They're by definition motor bikes.
  • 2 0
 At least the shorts don’t have crap written all over.
  • 4 3
 There is a Nazi brand calle Thor Steinar in Europe wouldn't wear anything that can be mistaken for that
  • 16 18
 Damn gwin is drowmning to shittier sponsors every year! Big Grin

TREK -> Specialized -> yt --> intense (next = walmart?)
Troylee --> thor (next = H&M?)

soon he ll be naked running down the Hill
  • 4 0
 Wasn't he Alpinestars?
  • 12 1
 to be fair thor makes better quality moto gear than TLD. just doesn't have the socal brah style points that TLD has.
  • 2 0
 @jimmythehat: Yep when Trek my mistake! A period we all miss
  • 1 0
 @RedBurn: nah he was on it last year
  • 1 0
 As the bikes/components go down, the $ goes up
  • 3 0
 He may be running naked down the hill but you can be sure the hill is going to be paying
  • 1 0
 @jaame: but if nobody witnesses it, dit it really happen?
  • 1 0
 Gear doesn't look to bad.
  • 1 0
 Fall 2022?? damn they can see the future. Sick.
  • 1 0
 What knee pads are those on the last picture?
  • 1 0
 Those knee pads look interesting, are they THOR pads as well?
  • 1 0
 Not bad. Lets see more options though.
  • 1 0
 Good ol Big Sky!
  • 13 13
 hope they got Gwin cheap, hes slumping
  • 14 1
 User name checks out.
  • 8 8
 Top step at Worlds, Gwinner!
  • 3 2
 no
  • 6 2
 to expand on my other comment, gwin has never won worlds and is nowhere near the pace of the top guys so I dont think he is close to having a shot
  • 1 0
 I'll take that action.
  • 4 0
 @Ds1234: throw him a bone. He deserves a world title. He’s one of the best to ever do it. I for one hope he gets it this year. The clock is ticking...
  • 2 0
 @jaame: yeh i would love to see it but just dont think it will happen
  • 2 2
 man....you had me until I scrolled down and saw the eBike content
  • 3 3
 ASSISTED BIKE COLLECTION???? LOL
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