Mix experience with innovation, and you get Bontrager. Not too long ago, Bontrager didn't have that great of a reputation for their gear. Seen mainly as a tack-on/in house brand of Trek, their products seemed to not get the attention that the bikes were getting.
Now? All that has changed.
From tires, to helmets, shoes and kit, Bontrager is leading the industry in performance across every category. When they weren't happy with a product they had, they hired the best and brought them in. When they saw things that worked in the industry for other brands, they built on those established concepts and made them better.
And now, Bontrager should be one of the first places you look for performance coupled with reliability.