Since 2023, Uno‑X Mobility and 7‑Eleven have shared the roads of Norway and Denmark, operating 107 Uno‑X 7‑Eleven service stations that combine fast charging, fuel, and fresh convenience under one roof. This Sunday, April 27, 2025, that partnership rides onto cycling’s biggest spring stage, blending history and the present, power and playfulness, into an unforgettable tribute. At Liège-Bastogne-Liège, Uno-X Mobility Cycling won’t be racing in its usual red and yellow. Instead, the team will wear green, white, and red, the colors of the iconic Team 7‑Eleven, which redefined international cycling in the 1980s.
Liège‑Bastogne‑Liège, often called La Doyenne (“The Old Lady”), is the sport’s oldest Classic, a 259 km Monument that crowns the Ardennes week and has shaped cycling legacies since 1892. For one day only, we’re reviving Team 7‑Eleven, not just as a tribute to cycling tradition, but as a celebration of the strong partnership between Uno‑X and 7‑Eleven, both proudly part of the Reitan family. Reitan Convenience is part of Reitan Retail, which manages 7-Eleven’s franchise operations in Norway, Sweden, and Denmark.
Thor Hushovd, General Manager, Uno‑X Mobility Cycling: “Team 7‑Eleven was a legendary team. My own cycling journey started watching Dag Otto – also from Grimstad – win Norway’s first Tour de France stage in that jersey. Seeing our riders wear it now is truly something special.”
Just like the trail‑blazing 7‑Eleven team of the ’80s, Uno‑X is a group of underdogs who dare to race with spark and style. It’s not only about watts; it’s about creating moments fans remember. And for Norway, Team 7‑Eleven carries a special legacy, it was in those colors that Dag Otto Lauritzen took Norway’s first-ever Tour de France stage win in 1987, inspiring a generation.
Mariette Kristenson, CEO Reitan Convenience: “Team 7-Eleven’s presence in professional cycling reflects a bold, forward-looking collaboration. At Reitan Convenience, we are proud to partner with Uno-X Mobility and exploit our shared passion for future mobility and customer experiences – on the road and in our stores. This initiative highlights our commitment to creating inspiring, meaningful experiences that go beyond expectations.”
RIDLEY & THE MERCKX CONNECTION
The stunt also marks a tribute to the 80th birthday of Belgian cycling legend Eddy Merckx, whose name is deeply tied to both the race and the original 7‑Eleven team of the 1980s. Merckx won Liège‑Bastogne‑Liège a record five times, and his Merckx-branded bikes were key to putting the original 7‑Eleven squad on the map in Europe.
For Liège 2025, Uno‑X will ride a special edition of the Ridley Noah Fast, provided by Belgian manufacturer Belgian Cycling Factory, which today owns Ridley and Eddy Merckx Bikes. The frames carry both modern race performance and a symbolic nod to Merckx, merging cycling heritage with cutting-edge engineering.
Frank Symons, Marketing Director, Belgian Cycling Factory: “This is more than a limited edition bike or jersey, it’s a heartfelt tribute to Eddy Merckx for his 80th birthday and to the legacy he’s built over eight incredible decades. By bringing the iconic 7-Eleven team back to life at Liège-Bastogne-Liège, together with Uno-X Mobility and our amazing partners, we’re reviving a piece of cycling history in a way that’s never been done before.”
EVERYTHING IS CONSIDERED, EVERYTHING IS CONNECTED
Every detail has been considered to bring the 7‑Eleven tribute to life. CeramicSpeed adds a high-performance touch with its OSPW system, the Fusion jerseys blend heritage with speed, Sweet Protection supplies custom helmets, and GripGrab completes the look with matching gloves. Even the Škoda team cars are wrapped in 7‑Eleven graphics, turning the Ardennes back to the 80s.
OWN A PIECE OF HISTORY
Now, fans can be part of it too. For 10 days only, Fusion will offer an exclusive version of the 7-Eleven-inspired Uno-X jersey via their website, a rare opportunity to own a modern classic.
https://fusionworld.com/
Even more extraordinary: following the race, the actual Ridley 7-Eleven Noah Fast bikes ridden by the Uno-X men’s and women’s teams, scuffs, race numbers, and even dirt still on them, will be available for purchase.
Each bike comes as part of an exclusive collector’s package including a signed race jersey, helmet, and bidon.
https://www.ridley-bikes.com/
