We had a bibshort called "The RACE". We killed it in 2019.

In 2016, we launched a bibshort called The RACE. In May 2019, we stopped selling it and removed it permanently from our catalogue.

The RACE bibshort had its fans. It was also well reviewed by the media. Bikerumor wrote about it and Cyclingtips' Matt Wikstrom put it on his 2016 list of 10 Favourite Products.

The RACE was a bibshort we made for riders who preferred fast, punchy rides instead of longer AUDAX style grinds. These riders wanted a lighter, thinner chamois. We obliged and made a lighter version of the long distance chamois in The BIB and stuck it into The RACE bibshort. Other than the chamois change, everything else was identical. Same fabrics, construction and quality. We made some cosmetic changes (slapped "The RACE" in red on the silicone microdot gripper) and were in business.

The RACE was a failure. For every 10 pairs of The BIB sold, we only sold 1 pair of The RACE. Customers were confused by it. It had a thinner chamois, cost the same as The BIB and it wasn't a long distance bibshort.

The only way The RACE could have sold well was if we marketed it as an entry level bibshort for new cyclists. New cyclists don't ride the ultra distances our customers do and for their shorter rides, The BIB is overkill. The RACE should have been priced lower to ease new cyclists into the RedWhite brand. This would also ensure that The RACE sat apart from The BIB, catered to a more well defined audience and didn't cannibalise sales of The BIB. 

Unfortunately, The RACE cost the same as The BIB to manufacture, so a lower pricing simply wasn't possible.

In May 2019, we made the decision to kill The RACE. While it is an excellent bibshort, you can purchase something similar from many other brands for the same price. RedWhite Apparel is in the niche business of making bibshorts for long distance cyclists. We should focus on that mission.

In the process of writing this article, I have been thinking more and more about producing a cheaper bibshort with a thinner and lighter chamois for new cyclists. The BIB is an excellent bibshort but it is expensive. Very few pieces of clothing in my personal wardrobe cost US$120. 

What is your opinion about our decision to kill The RACE? Do you think RedWhite should produce a cheaper bibshort for new cyclists? Leave your thoughts in the comment section below.