The new 2025 bike collection is out, and to help us introduce it, we brought in the most qualified guy for the job – our bike product & marketing manager, Jakub Říha. How did the collection come to life? What role did our riders play? Which pieces are his personal top picks, and what made him the happiest during the development process – and why? Take a peek behind the scenes of a collection that was created out in the field, not just behind a desk.
Jakub Říha - bike product & marketing manager
"The biggest joy for me is seeing someone out on the trail wearing our gear. Knowing that they're stoked with a product we’ve been grinding on all year – that’s the ultimate satisfaction for me."
What can you tell us about the new S25 bike collection? How is it different from the previous ones?
We believe the S25 collection is another step forward. We always try to respond to feedback from both our riders and customers, and keep pushing things ahead. There are some new pieces in the mix – like the DIGGER bike gloves or the women’s DECO jersey, which was created based on input from our female riders. Our development process is always super dynamic, and the collection comes together as a direct response to the real needs of the community.
What would you say is the biggest new addition?
For me, it’s definitely the HILL jacket – a versatile, packable anorak. It’s the kind of piece we were missing in the collection. Perfect for biking, running, or hiking. What’s awesome is that you can pack it into its own side pocket, so it takes up almost no space and you can bring it literally anywhere. Another major newcomer is the DIGGER gloves – a completely new product that we tested for a long time, and I think we really nailed it. And then there’s the expansion of our kids' bike line. We’ve redesigned the youth jerseys, and added the STOKER YOUTH PANTS to go with the shorts – and even kids’ bike socks. So yeah, the young guns have a lot to look forward to!
How long did it take you to develop this collection?
We work on it intensely for about three to four months, but honestly, it’s a year-round process. Our riders test the samples throughout the season, give us feedback, and we keep fine-tuning things along the way. Most of the time goes into developing the designs, picking the right materials, and dialing in all the little details – and that all happens more than a year in advance.
Did you test the products with the riders before the official launch?
Yep, we make sure our riders get test samples well in advance so they can give us that crucial early feedback. For example, with the gloves, the guys were basically told to put them through hell to see if any weak spots showed up. And that’s pretty much how we test everything – from jerseys to jackets. It’s a key step for us to make sure the final product is dialed to perfection.
Did the riders influence the final form of the collection?
Absolutely. We do regular feedback meetings with them where they share ideas – whether it's about new products or improvements to existing ones. Some pieces, like the REVERB LOOSE pants, were created based directly on the request for a looser fit. Other times, we just feel it's time to push things forward – like with the SPIKE jersey, where we expanded the range to include long-sleeve and ¾-sleeve versions.
Did you use any new materials or technologies in the collection?
Not exactly new technologies, but we did fine-tune some of the materials. For example, with the QUANTUM jersey, we tweaked the balance between stretch and durability to get it just right. Picking the right fabric for the HILL jacket was also a bit of a puzzle – it needed to be lightweight and breathable, but still suitable for a DWR coating. In the end, we dialed everything so the final product feels good to wear and still does what it’s supposed to do.
"I'm not just the guy who gets a finished product and handles the marketing. I'm there from the very first idea, through development and testing, all the way to the actual launch. And that's exactly why I know why every single piece in the collection looks the way it does." - Jakub Říha
Who is this collection for? Do you have a specific type of rider in mind?
Our goal is to make sure everyone can find their thing in the collection. We’ve got gear for chill trail rides as well as pieces built for more demanding riders. At the same time, we offer a bunch of products we call multipurpose. Like the DOUGH shirt or REVERB pants – pieces you can wear on the bike and still roll straight into the movies without missing a beat.
What’s your personal favorite piece?
Hard to pick just one, but I’d definitely say the STOKER pants – they’re comfy, technical, and now come with a new ratchet closure that’s super practical. I’m also a big fan of the FURY jersey, which feels like a soft cotton tee but still checks all the boxes performance-wise. And when I want to keep it stylish, I go for the PROM shirt.
What does your ideal day look like in an outfit from the new collection?
Definitely an enduro ride! I’d go with the long-sleeve SPIKE jersey – my color favorite is for sure Halftone/Black. I’d pair it with the VENTURE shorts in Butternut and top it off with the black JAM LONG socks. In the backpack, I’d throw in the HILL jacket just in case things get sketchy, and of course, I wouldn’t go anywhere without the MAGNUM goggles.
What do you enjoy most about being a bike product & marketing manager?
What I enjoy the most is being part of the whole process – from the very first idea, through development, all the way to the final launch. I'm not just a marketing guy who gets handed a finished product – I know exactly why things look the way they do and, more importantly, how they work. That journey from zero to launch is what gets me stoked every time.
Where will people be able to check out the new collection in person?
When it comes to events, we’re kicking things off on April 12th at Velo Test Fest in Jedovnice. After that, we’re heading to Prague Bike Fest, Horsefeathers HUGE HUGO, the Blinduro races, Bikefest in Kálnica, and the Czech Enduro Series. You’ll find the full list of bike events below. At all of these events, we’ll have our HF booth where visitors can chill, check out the new collection, try it on, feel the materials, and even grab their favorite pieces on the spot.
