Liv Cycling, the company dedicated to getting more women on bikes, has this week reignited its ‘How We Liv’ global brand campaign and shares data sources behind its 3F Design Philosophy — the information fuelling the company’s engineering and design process for high-performance bike design.
“At Liv, we take an innovative approach through our 3F Design Philosophy: Fit, Form, Function,” said Phoebe Liu, Chief Branding Officer at Liv Cycling. “Building bikes for women from the ground up using this lens is our brand compass, and this year we are excited to provide more transparency about our Fit data.”
Liv’s 3F Design Philosophy manifests from more than 15 sources, including NASA published research, a Global Body Dimension Database and Aerospace Medical Research laboratory published research. Informing thousands of data points about women’s anatomy, sizing variations, muscle energy and outputs, these extensive studies are analyzed by Liv design teams and segmented into three significant layers of data: Body Dimensions, Muscular Activity, and Strength Patterns.
“These three layers of data are the backbone of all Liv bike designs,” said Sophia Shih, Liv Product Development Advanced Engineer. “Our global team of riders and ambassadors is also important to our process. Using their feedback, we refine products to perform at the highest level possible. This involves frame design and stiffness, component design and selection, and positioning, so the entire bike build maximizes women’s power.”
Liv’s global brand campaign, How We Liv, this year features Liv Global riders Lesley Paterson, Shirin Gerami and ‘the wild ideas that fuel their passion to ride, while encouraging women to push their personal limits and form community through cycling – a sentiment the brand believes can lead to joy and empowerment.’
As part of the campaign and in honour of its 10-year anniversary, Liv has also introduced its global #WildIdeasContest. According to the company, this calls on all visionaries, courageous dare-takers, and wild souls to share their personal narratives, further igniting the movement of women everywhere to ride and share stories of bike adventures.
In 2007, Liv founder and CEO Bonnie Tu went on a bike ride and found bikes and cycling clothing didn’t fit her. It was then that Tu declared, “If there isn’t a brand suitable for female cyclists, then I should create one.” Liv brand was launched in Taiwan the following year on April 22nd, 2008 (Earth Day) with media cycling Tour de Taiwan and opening its first retail shop in Taipei. Liv Cycling is now available around the world and has one of the largest ambassador programs in cycling, with more than 400 riders.
“This decade has been a tremendous journey. Today we renew our commitment to helping build community while making the best bikes for women around the globe,” said Bonnie Tu.
Founded in 2008 by Giant executive Bonnie Tu as part of the Giant Group, Liv aims to empower all female riders from beginners to pros. With a global team of retailers, athletes and events, plus a growing online presence focused on riding skills, bike maintenance, nutrition, travel, and other experiences – Liv strives to support community and be the number one resource for women cyclists around the world.
