Canyon Bicycles Partners with LeBron James to Inspire Millions of Potential Cyclists and Change Lives
Koblenz, Germany – Canyon Bicycles, the world’s leading direct-to-consumer bike manufacturer, is taking its ambition to be the most innovative and inspiring bike brand to new heights by partnering with global icon LeBron James. The partnership, which began in 2022, aims to showcase the unlimited potential of bicycles to inspire and transform people’s lives.
LeBron James, a minority shareholder of Canyon Bicycles and a basketball champion from Akron, Ohio, will now be the face of the joint initiative. The collaboration between Canyon and LeBron is focused on inspiring millions of potential cyclists worldwide to discover the life-changing benefits of cycling. To kick off the partnership, Canyon and LeBron have released an inspiring cycling advocacy campaign that draws on LeBron’s personal story and passion for the freedom and joy that bikes offer. The campaign begins with a powerful video and will be followed by a bike donation to the LeBron James Family Foundation.
LeBron’s Inspiration to Ride
LeBron James has long credited bicycles for playing a crucial role in his journey to becoming one of the most recognized athletes in the world. Growing up in Akron, Ohio, LeBron started riding bikes as a child and continues to advocate for the freedom, mobility, and accessibility they provide. He often speaks about how bikes helped him overcome social and geographic barriers and how they continue to be a part of his active and healthy lifestyle.
“Riding a bike has always been a significant part of my life. As a kid, it was how I got around – from riding with friends across the city to getting to practice and wherever I needed to be. It gave me the freedom to not only get to places but to access things that would have been otherwise out of reach. Even now, riding a bike makes me feel like a kid again. There’s nothing like feeling the wind on your face and the freedom to just ride.” said LeBron James.
Riding a bike has the power to bring inspiration, joy, and freedom, and it can unleash the will to perform. These are values that both Canyon and LeBron James believe in.
“We believe in the transformative power of bikes,” explains Canyon CEO, Nicolas de Ros Wallace. “This collaboration with LeBron celebrates the freedom that bikes offer and the ability to inspire a new generation of riders. Who better to deliver this message than one of the most successful sports stars of all time, along with some of the most talented professional cyclists in the world?” said Nicolas de Ros Wallace, CEO at Canyon.
Empowered by Community
Under the name “Find Your Freedom,” Canyon and LeBron James have harnessed the power of cycling sports stars and champions to inspire people worldwide. These include current road cycling world champion Mathieu van der Poel, freeride sensations Fabio Wibmer and Samantha Soriano, dirt and gravel rider Andrew Jackson, CANYON//SRAM Generation’s rider Diane Ingabire, and up-and-coming mountain biker Olivia Silva. Together, they aim to empower individuals to believe in their own strength and potential and nurture resilience and the desire to succeed.
“A bike is not just a bike; it’s also a way to express yourself, make a statement, and show your stance, especially for women. Historically, bikes have been one of the first ways for women to explore and expand their personal freedom, and that remains true to this day. I’ve always had a deep connection with bikes; they elevate me physically and mentally.” said Samantha Soriano, MTB freerider.
“I have raced road, cyclo-cross, and mountain bikes with the best in the world, and I still love every second of the challenge and the opportunities it gives me. Cycling has been in my family for generations, and that will never change. Passing on what cycling can do for people is one of my biggest motivations as a pro-athlete and as a cycling ambassador.” said Mathieu van der Poel, current world champion in road and cyclocross.
“Find Your Freedom”
The central element of the new initiative by Canyon and LeBron James is a video that highlights the themes of freedom and personal performance. The video follows young mountain biker Olivia Silva as she meets LeBron James and Canyon cyclists on her journey, each inspiring her to ride a little faster, a little harder, and with more independence, setting her on the path to achieving great things on her bike. The overarching message is a powerful story that combines freedom, performance, achievement, and inspiration.
Watch the video here.
Inspired to Ride, Freedom to Achieve
The partnership also includes Canyon providing bikes to the LeBron James Family Foundation’s “I PROMISE” Program.
The LeBron James Family Foundation (LJFF) has long recognized the power of bikes in promoting mobility, accessibility, and physical fitness among students in LeBron’s hometown of Akron. Since the I PROMISE Program began in 2011
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.