Community Always | Pedal Mafia | Episode 48*
As part of our adidas Originals: Community Always project, we’re looking at the local labels that started from a genuine need rather than a business plan. Pedal Mafia is exactly that, a rider-led studio born from the gap between technical cycling gear and the culture of the people actually wearing it.
From the early days in Perth to opening doors in LA and shooting across the Dolomites, the brand has grown into an international name without losing its ground-level focus. For Jay and the team, it’s always been about more than just fabric development; it’s about the block parties, the local rides, and a shared connection to the land. Whether they’re in Tokyo or at the Australian Road Nationals, the mission remains the same: community over everything.
What inspired the creation of Pedal Mafia, and what makes it unique?
Pedal Mafia started from a genuine need rather than a business plan. Jay was riding a lot, travelling, and spending time around cycling cultures overseas, and there was a clear gap between performance and personality. At the time, most cycling apparel felt either overly traditional or disconnected from how people actually lived and rode here in Perth. We wanted to build something that respected performance but also reflected culture, place, and the people wearing it. What makes Pedal Mafia unique is that it has always been rider-led. Product design, campaigns, and direction come from real use, real feedback, and a strong connection to our community and our land, rather than trends or seasons.
Any exciting moments coming up or previous highlights that you’d like to share?
There have been plenty of highlights over the years. Seeing our kit worn on the world stage, working with athletes we grew up watching, and growing from a small idea into an internationally recognised brand have all been defining moments. Jay and Jack opened a store in Los Angeles, which continues to thrive and acts as a hub to the local cycling community. That was a proud moment for the brand. More recently, Dylan and I moved through Dubai, Mallorca, the Dolomites, Budapest, London and Tokyo in three weeks to shoot some of our largest campaigns. It was fast, deliberate, and executed efficiently, which we’re proud of. That same momentum carries through our ongoing focus on refining our PRO collections, pushing fabric development, and evolving fit. What’s most exciting isn’t really a single moment, but continuing to move the brand forward while staying true to why we started.
How important is community to your business?
Community is everything. Pedal Mafia doesn’t exist without it. From the early local rides to where the brand is now, it’s always grown because people felt connected to it, not because we tried to force a message. The Australian Road Nationals really reinforced that for us. Being on the ground, hosting the Block Party with Torres Butchers, having people show up, hang around, talk racing and share the weekend together, that’s what it’s about. Seeing WA locals race in front of a home crowd, having our ambassadors there sharing their experience, and watching the community lean into the event across the whole weekend was special. It’s those moments that remind us why we do this and why staying close to the people who support the brand will always come first.
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