K-Way® continues its commitment to K-Challenge: from the 38th America’s Cup to the innovations of tomorrow
A partner of K-Challenge since 2022, K-Way® is extending and expanding its commitment to the French sports technology organisation. The brand will support La Roche-Posay Racing Team in its preparations for the 38th America’s Cup, as well as all the sporting, training and innovation programmes run by K-Challenge. A collaboration founded on loyalty, performance and the joint development of technical solutions tailored to the demands of each discipline.
Some collaborations begin around an event. Others grow stronger as projects progress and a shared vision takes shape.
Since 2022 and the launch of the previous French America’s Cup campaign, K-Way® has supported K-Challenge in one of the most demanding environments in international sport. Following an initial campaign in Barcelona in 2024, the French brand, owned by the BasicNet Group, is now continuing its commitment as part of the 38th America’s Cup, to be held in Naples in 2027.
K-Way® will therefore support La Roche-Posay Racing Team, the French Challenger representing the Société Nautique de Saint-Tropez, throughout its preparations. However, this new agreement now extends beyond the America’s Cup alone.
A collaboration extended across the entire K-Challenge platform
K-Way® will support all the teams and projects run by K-Challenge, from competition and talent development to innovation programmes. The brand will therefore support K-Challenge Racing, Akademy K-Challenge and K-Challenge Lab, united by a shared ambition: to make elite sport a setting for performance, knowledge-sharing and experimentation. This expanded commitment brings K-Way® into a platform that unites athletes, engineers, technicians, designers and experts, extending well beyond the crew seen on the water.
Joint development tailored to each use
Much more than a kit supplier, K-Way® supports K-Challenge in developing technical solutions designed for performance. Each collection is the result of close collaboration between the athletes, K-Challenge’s technical teams and K-Way®’s product development teams, to design equipment that evolves alongside the projects and meets the specific demands of each discipline.
Needs vary considerably from one competition to another. On the SailGP circuit, teams sail throughout the year around the world, from Canada’s cold temperatures to Australia’s heat. Clothing must therefore provide a high level of protection while remaining versatile enough to adapt to very different climatic conditions.
For the America’s Cup, the requirements are even more specific. The Protocol requires highly technical safety equipment, including lifejackets, helmets, protective equipment or masks, which must be developed and customised to suit each athlete’s build, role and needs on board.
This approach to joint development also extends to the shore teams and those providing support on the water. Technicians, engineers, boat preparation staff and support personnel also have clothing designed to meet the particular demands of their working environment. Durability, freedom of movement, protection from the elements, ergonomics and functionality guide this joint work, informed by feedback from practical experience.
K-Way® therefore does more than simply clothe the teams: the brand works with them to design solutions tailored to their roles, practical needs and the actual conditions in which they operate.
A collection also designed for fans
This collaboration will also lead to the development of a merchandise range for supporters and the general public. Inspired by the world of K-Challenge, La Roche-Posay Racing Team and K-Way®’s signature design features, this future collection will allow fans to support the French team on its journey to Naples 2027.
Conceived as an extension of the work carried out with the athletes and technical teams, it will express the spirit of the project through a range with more of a lifestyle focus, true to K-Way®’s identity and K-Challenge’s ambition. Its launch is envisaged for 2027, with a timetable to be confirmed at a later date.
A French story looking towards Naples 2027
Founded in Paris in 1965, K-Way® built its identity around a simple idea that became iconic: providing light, functional and instantly recognisable protection from the elements.
This emphasis on movement, adaptability and practical use finds a natural extension in elite sailing. Following Barcelona in 2024, K-Way® will therefore support K-Challenge’s new sporting cycle towards Naples 2027, alongside La Roche-Posay Racing Team.
By continuing its commitment to K-Challenge, the French brand is pursuing a venture that combines heritage, innovation and international ambition. A story that began more than three years ago now continues across an entire platform, with its sights set on the 38th America’s Cup, taking place in Italy, the birthplace of the BasicNet Group.
Quotes
Stephan Kandler, Founder and CEO of K-Challenge: “K-Way® was one of the first partners to believe in our return to the America’s Cup. Its commitment from 2022 supported an important stage in our story, and we are particularly pleased to continue this adventure together today.
“This new collaboration goes well beyond equipping La Roche-Posay Racing Team for the 38th America’s Cup. It covers the entire K-Challenge platform and is based on a genuine process of joint development. Our athletes, technicians and various departments work directly with K-Way®’s product development teams to design clothing suited to their roles, practical needs and the conditions in which they operate. It is this ability to listen, test and develop the products that gives the partnership its depth.”
Lorenzo Boglione, CEO of the BasicNet Group: “Renewing our partnership with La Roche-Posay Racing Team for a second America’s Cup campaign is a natural continuation of a relationship built on shared values and a strong affinity with the world of water.
“Water, wind and protection are integral to K-Way®’s DNA. The America’s Cup therefore provides an exceptional setting in which to test our expertise, materials and technologies in the most demanding conditions. This experience at the highest level directly informs our ability to innovate and allows us to transfer solutions developed for performance into products designed for everyday life.
“We are particularly pleased to continue this adventure in Naples, a city deeply connected to the sea and driven by a distinctive energy. We look forward to continuing to write this story alongside La Roche-Posay Racing Team.”
