LEBRON JAMES AND CANYON BICYCLES PARTNER TO INSPIRE A NEW GENERATION OF RIDERS

Canyon Bicycles is amplifying its ambition to be the world’s most inspiring and innovative bike brand by partnering with global icon LeBron James. Together, they aim to unleash the unlimited potential of bicycles to inspire and change people’s lives.

The basketball champion from Akron, Ohio and Canyon minor shareholder, is now fronting a joint initiative, elevating their partnership that began in 2022.

The goal of the partnership 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 has long credited the role that bicycles played in helping him become one of the most recognized athletes in the world.

LeBron’s journey with bicycles began when he was still a child in Akron. Today, LeBron 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 can bring inspiration, freedom, joy and it can unleash the will to perform – values that Canyon and LeBron James both believe in.

EMPOWERED BY COMMUNITY

Under the name of 'Find Your Freedom' LeBron James and Canyon have harnessed the power of cycling sports stars and champions — including current road cycling world champion Mathieu van der Poel, plus 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. All want to inspire people around the world to experience that transformative power of bikes for themselves.

The relentless dedication and passion of top-athletes inspires their communities and their fans, showing how the simple act of riding can foster connections, promote well-being, and elevate dreams to becoming reality. Through their efforts, they empower individuals to believe in their own strength and potential, nurturing resilience and the desire to succeed.

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, following 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, setting her on the path to achieving great things by bike.

The overall message is a compelling story that brings together freedom, performance, achievement and inspiration.

Click here to watch the video on Canyon.com.

The partnership also sees 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 a bike and the mobility, accessibility, and physical fitness they bring to students in LeBron’s hometown of Akron. Since the I PROMISE Program began in 2011, 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 in support of the Foundation’s earned, not given philosophy

1. Bikes:

LeBron James rides a Canyon Neuron:ONfly, Fabio Wibmer rides a Canyon Stitched and Olivia Silva rides a Spectral CF 8 CLLCTV.

2. Images:

Additional images available here.

3. Credits

UN

·       CEO Maverick Carter

·       President Devin Johnson

·       Chief Creative Officer Ricardo Viramontes

·       EVP Brand Partnerships Chris White

·       SVP Brand Partnerships Monica Boswell

·       Coordinator Jaidan Olivier

·       SVP Production David Shikiar

·       Executive Producer Erika Buder

·       Executive in Charge of Production Cherisse McKenzie

·       Line Producer Andrea Altman

·       Sr. Content Producer Khadija Bush

·       VP, Creative, Uninterrupted Gerardo Ortiz

·       VP, Creative, Uninterrupted Andy Ferguson

·       Creative Writer, Uninterrupted Siddiq Cornish

·       SVP, Business and Legal Affairs Albert Park

·       Counsel, Business & Legal Affairs Zohar Shlush- Reyna

Untold Studios

·       Executive Producer Tanya Ferguson

·       Line Producer Paul Bock

·       Production Coordinator Jordan Wright

·       Director: FILFURY

·       DOP: Josh Saideman

·       1st AD: Clyde Goins

·       Creative Assistant: Kahreh Daughterty

·       Editor: Jack Pyland

·       Color & Finishing: AFX Creative

·       Color: Derek Hansen

·       Online Finishing: Tim Bird

·       Music Composition: Mean Machine