Women’s bike brand Liv has introduced the third instalment of its global brand campaign ‘Liv Committed’. The latest campaign, ‘All In’, features Liv Racing athletes, global ambassadors, and women cyclists.
According to the company… ‘the new campaign explores the many expressions of commitment, and speaks to inclusivity and the advancement toward equity in cycling.’
“As a brand committed to women, we will continue to actively seek out ways to involve more women both in the sport and in the industry,” said Bonnie Tu, Liv founder and Giant Group chairperson.
“To us, going all in means welcoming all women to the sport of cycling – whether riders are new to the sport or at the competitive level.”
The campaign hero video features Liv sponsored athletes including 13-year-old Liv off-road team rider Tayte Proulx-Royds, paratriathlete and two-time Paralympic gold medallist Allysa Seely, Liv employee Vanessa Lebrun, Liv global ambassadors and members of The Black Foxes, the international collective of Black cyclists, Alexa Everson and Shequaya Bailey.
From finding big air at the 2021 Dark Horse Invitational and winning Paralympic gold in Tokyo, to bikepacking in Utah, each rider speaks to distinct moments of dedication to their fitness and the sport, sharing what going ‘all in’ means to them.
Liv sponsors 38 professional athletes from around the world across four professional racing teams: Liv Racing Xstra, Liv Factory Racing, Liv Racing Collective and Team BikeExchange-Jayco.
Additionally, this year the company is a premier partner of the inaugural Tour de France Femmes avec Zwift, sponsoring the white jersey signifying the Young Rider Classification during the eight-stage women’s professional cycling race from July 24-31, 2022.
As part of Liv Committed, All In, Liv will welcome entries for a chance to win a trip for two and VIP experience at the Tour de France Femmes avec Zwift including VIP viewing, Liv swag bags, special access and lodging. Sweepstakes details will be featured from April 19.
“The addition of a women’s Tour de France to the UCI Women’s WorldTour calendar is a big step forward for women’s cycling, but there is still more work to be done as it relates to achieving equity for all women in our sport,” said Phoebe Liu, Chief Branding officer of Giant Group, which includes Liv, Giant, Momentum and CADEX brands.
“This campaign comes back to the core of our brand and speaks to the power in pushing our personal limits.”
The Liv Committed, All In campaign will be distributed internationally throughout 2022 in more than 50 countries, including the US, UK, France, Germany, Australia, Canada, Taiwan, Japan, Korea and The Netherlands. It will run across digital platforms around the world, reaching an estimated 16 million people.
