OCTOBER 29 - BRITISH CYCLING today unveiled the new Sky HD Trade Team which includes Olympic heroes Chris Hoy, Victoria Pendleton (pictured), Shanaze Reade, Jamie Staff, Ross Edgar and Jason Kenny.
The four members of the Sky HD Trade Team competing at the UCI Track Cycling World Cup in Manchester, which starts on Friday, will be wearing the new Sky HD branded kit for the first time and will include Olympic gold medallists Pendleton, Edgar and Jason Kenny.
Pendleton said: "Manchester is an important event for us and will begin to determine our success at the World Championships in Poland next year.
"It will be a fantastic feeling for me being back in front of a home crowd and the whole team are really excited about competing."
The kit has been designed for the Sky HD Trade Team and adidas by Sky's creative agency brothers and sisters and aims to link performance with design.
The jet black skin-suits match the team's technologically advanced bikes and are accented with eye-catching electric blue light trails.
Positioned along the arms, back and upper thighs, the light trails have been designed in the style of muscle tissue, amplifying the physical presence of the elite athletes.
Robert Tansey, the director of brand strategy and marketing at Sky said: "We're delighted to be unveiling the Sky HD Trade Team and the new branded kit. Sky HD, our high definition service, uses cutting-edge technology to provide TV pictures with unparalleled clarity and precision and we feel the Sky HD Trade Team reflects this high quality performance."
Dave Brailsford, British Cycling's performance director said: "Cycling in the UK is at an all time high, especially following the success of the summer.
"Our partnership with Sky is fantastic and will really help the sport go from strength to strength, from the grass roots entry points up to the highest levels of the sport."
In an agreement announced in July this year, Sky became the principal partner of British Cycling, from grass-roots to elite level.
The sponsorship encompasses all forms of the sport - including BMX, mountain biking, track and road racing - and includes everyday cycling and leisure riding as well as competitive elite and development teams.
The partnership will involve the promotion of cycling to around nine million households across the UK and 15,000 employees in England, Scotland and Ireland.
British Cycling will use Sky's investment, reach and expertise to further develop their sport, helping to fuel the academy and development programmes as well as elite racing and promoting greater participation in cycling across all communities.