Canyon Bicycles has partnered with global basketball icon LeBron James. Together, Canyon adds that they… ‘aim to unleash the unlimited potential of bicycles to inspire and change people’s lives.’
The basketball champion from Akron, Ohio, is a Canyon minority shareholder and is now fronting a joint initiative, elevating an original partnership that began in 2022.
‘The goal is to inspire millions of potential cyclists across the globe to understand just how life changing a bike can be. Canyon and LeBron have released an inspiring cycling advocacy collaboration that draws on LeBron’s personal story, embracing the freedom of cycling and inspiring others to discover the endless joy that a bike can offer. It starts with a video clip and is followed by a bike donation to the LeBron James Family Foundation.’
LeBron James’ journey with bicycles began when he was a child in Akron. Today, he remains an advocate of bicycles and the freedom, mobility, and accessibility they provide. He has spoken about using the power of the bicycle to overcome barriers – whether they be social or geographic restrictions – and how bikes still power him personally as part of an active, healthy lifestyle.
“Riding a bike has always been a big part of my life,” said LeBron James. “When I was growing up, 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 otherwise would have been out of reach. Even now, riding a bike makes me feel like a kid again. There’s nothing like feeling the air on your face and that freedom to just ride.”
Canyon CEO, Nicolas de Ros Wallace, added “We believe in the transformational power of bikes. This collaboration with LeBron celebrates the freedom bikes offer, and the power to inspire a new generation of riders.
“And who better to deliver that message than one of the most successful sports stars of all time, along with some of the most talented professional cyclists in the world?”
Under a ‘Find Your Freedom’ campaign LeBron James and Canyon have harnessed a number of cycling sports stars and champions – including: current road cycling world champion Mathieu van der Poel; plus freeriders 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.
Mathieu van der Poel, current world champion in road and cyclocross, said “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.”
The central component of the new initiative by Canyon and LeBron James is a video clip which leans into 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, with more independence. The overall message brings together freedom, performance, achievement and inspiration.
The partnership also sees Canyon providing bikes to the LeBron James Family Foundation’s ‘I PROMISE’ Program.
Since the I PROMISE Program began in 2011, the LeBron James Family Foundation (LJFF) has provided each student in the program a brand-new bike as part of their promise to work hard, finish school, and live an active and healthy lifestyle.
In this next chapter of the partnership, Canyon will be donating its Grand Canyon Young Heroes bikes to this year’s class of I PROMISE students at the completion of the academic year as part of the foundation’s ‘earned, not given’ philosophy.
LeBron James continued, “I know how much a bike meant to me when I was a kid and how it opened doors and got me places I couldn’t otherwise go, so it’s always been a staple of our program to provide bikes to our I PROMISE students.
“It’s not only a reward for their hard work, but it also allows them to get outside, experience their community, and make memories with their friends and family in a different way.”
