( oining the Spanish Women’s Cycling Journey )

BARCELONA, SPAIN — Jelenew, the high-performance apparel brand engineered exclusively for women, has officially arrived in Spain.

Opening its doors at Carrer de la Ribera, 10, in the heart of Barcelona’s historic Ciutat Vella, the new store marks a significant milestone in Jelenew’s mission to support the Mediterranean cycling community through technical innovation and a deep respect for women's sporting heritage.

( A Journey of Empowerment )

To celebrate the opening, Jelenew hosted an empowering International Women’s Day ride led by accomplished triathlete and cyclist Nadezhda Pavlova. Under her leadership, a diverse peloton of women completed a 53km journey through Barcelona’s iconic terrain, embodying the spirit of resilience and collective strength.

The event concluded at the new store with an after-ride social featuring curated snacks and a "1/100" story-sharing session. Participants connected over their shared passion for cycling while enjoying an exclusive store tour to experience the collection’s technical features firsthand.

( Honoring the Past )

The store is designed to be as much a cultural hub as a retail space. A centerpiece
of the interior is the Women’s Cycling History Wall, a curated installation that celebrates
the pioneers of
the sport.

From the early boundary-breakers of the 19th century to the modern icons of the pro peloton, this tribute chronicles the resilience and courage of female riders throughout history.

By showcasing these stories, Jelenew aims to encourage more women to join the sport, providing a space where the past inspires the future of every local cyclist.

Joining the Barcelona Journey

The Massi Tactic Women’s Team is an ambitious and dynamic squad, made up of riders from eight different nationalities.

Their goal is to make their mark in European races, and Jelenew is proud to be a part of their journey. Since its inception in 2019, this team has worked tirelessly to break barriers and provide a professional platform for women cyclists at the highest level.