Christine Majerus has partnered with Boulder, Colorado-based Endurance Conspiracy on a Bieles 2017 “Cross Your Heart Out” limited edition tee-shirt to benefit Foundation Kim Kirchen. The non-profit was founded by Kirchen, a former Luxembourish professional cyclist, to help children suffering from serious diseases, children placed in homes and children with disabilities.
"I like that Kim has chosen to do something with his name to benefit those who need it most," said Majerus. "It was important to me when I was approached by Endurance Conspiracy that any profits generated could go to a non-profit, and I can think of no organisation better to support than Kim's. Foundation Kim Kirchen isn't only about one thing - it's the children's home, it's bringing sports to kids. With Kim, I know that the money raised will be spent where it's needed most."
Majerus, a 25-time elite national champion of Luxembourg, is the official ambassador for the 2017 Cyclocross World Championships, the first championships event hosted by her home country in her career. Having recorded a career best finish at the Namur World Cup last month – fifth place – she hopes to improve on her back-to-back ninth place finishes at the 2015-2016 Cyclocross World Championships.
“I aim for a top-10,” said Majerus. “I know that if everything comes together perfectly, I can do even better.”
Launched in the build-up to the 2017 Cyclocross World Championships, the “Cross My Heart Out” tee-shirt is a joint effort between Endurance Conspiracy and the Luxembourg national champion. Majerus provided the design inspiration, including sketches. Endurance Conspiracy converted Majerus’ ideas into the final product now available online and at the Cyclocross World Championships this weekend.
“The shirt design sums up my feelings about ‘cross,” said Majerus. “I wanted action because ‘cross is action from start to finish. The quote is about my passion for the discipline. Whether I’m on the front or not, I’m always giving everything I have. The lion on the back is the link to Luxembourg, and my pink Specialized Crux, Cherry, she’s quite famous, more so than me, so she definitely needed to be there.”
The “Cross Your Heart Out” tee is now available online in slate blue (uni-sex cut/sizes), lycan (women’s cut/sizes) and baby blue (kids). The slate blue version is also for sale between 27-29 January at the 2017 Cyclocross World Championships venue in Bieles.
All proceeds from on-site sales benefit Foundation Kim Kirchen. A portion of proceeds from online sales benefit the Foundation.
About Christine Majerus:
Christine Majerus is a 25-time elite national champion of Luxembourg. (Let that one sink in for a minute.) The 29-year-old has won seven time trial titles, eight cyclocross titles and ten road titles during her decade-long career. She's a two-time Olympian, a reigning world champion (team time trial), a member of the Luxembourgish Army and holds a masters in sport science. Her Boels-Dolmans Cycling Team teammates says that if they were ever stranded on a desert island or facing a zombie apocalypse, they'd want her by their side. She knits. She speaks a bajillion languages. She's a budding photographer. And now she's a (co) tee-shirt designer.
About Foundation Kim Kirchen:
Former Luxembourgish professional cyclist Kim Kirchen founded his namesake non-profit, Foundation Kim Kirchen, in Niederanven, Luxembourg to help, children suffering from serious diseases, children place in homes and children with disabilities. Among other initiatives, the foundation is involved with the promotion of sports activities for these children. In return, Foundation Kim Kirchen enjoys the support of athletes, like Christine Majerus, to fill its varied aims.
About Endurance Conspiracy:
Endurance Conspiracy is an athlete owned and managed company inspired by and built around the outdoors and endurance sports culture. Endurance Conspiracy makes stuff for people that enjoy getting outside, who line up to do battle on the weekends, cyclists, runners, triathletes, surfers, parents, kids and everyone else in search of something that looks good and represents what they're about. The Boulder-based company embraces the casual aspect of doing it just for the sake of doing it – climbing the hill just because it’s there, riding the wave whether anyone's there to take a picture or not, and pushing to the limit simply to know what lies beyond.