DISTANCE CULTURE

MAAP was founded in 2014 in Melbourne by Jarrad Smith, Oliver Cousins, and Misha Glisovic, coming from creative and design backgrounds rather than traditional cycling. That foundation shaped the brand early on. Performance mattered, but the identity was built more like a design studio than a sports company.

As cycling began shifting into something more visual and lifestyle driven, MAAP entered at the right moment. While brands like Rapha leaned into heritage, MAAP focused on the present. Clean design, sharp color work, and a tone that felt closer to contemporary culture than cycling history.

Early collections were minimal but distinct. Instead of loud logos and race style graphics, MAAP built recognition through subtle branding, fit, and color. By 2016 to 2018, the brand started gaining global traction, helped by social media and the rise of cycling scenes in cities like Melbourne, London, and Los Angeles.

Community played a major role in that growth. MAAP embedded itself into group rides and local scenes, becoming part of the culture rather than sitting outside of it. Collaborations with collectives like Breakfast Club ATX reinforced that approach, connecting the brand to real environments.

At the same time, product continued to evolve. Performance stayed at a high level, but it was never the main focus in how the brand communicated. The visual identity always led.

Retail expansion followed, with spaces in cities like Melbourne, Los Angeles, and Berlin acting more as community hubs than traditional stores.

By the early 2020s, MAAP had established itself as a leader in modern cycling culture. Its success comes from understanding that cycling is no longer just about performance. It is about identity, environment, and the experience around the ride as much as the ride itself.

Now the brand continues to push that balance forward with the release of its Pro Aero collection, introducing new long sleeve jerseys and a speedsuit built with AARTERO Flyte fabric, developed and tested at WorldTour level for airflow, cooling, and aerodynamic efficiency.

Shop the new pro aero collection here: https://maap.cc