NBA superstar LeBron James and Canyon Bicycles are launching a new initiative to realise the potential of the benefits that come from riding bikes.
James, who has been a minor shareholder in Canyon since 2022, hopes to inspire people to ride bikes more consistently, drawing from his own experiences and advocating collaboration.
As part of the initiative, Canyon and James have released a cycling advocacy collaboration that draws on James’ personal story via a video clip and is followed by a bike donation to the LeBron James Family Foundation.
James stated: “Riding a bike has always been a big part of my life. When I was growing up, it was how I got around – from riding with friends across the city to getting to practise 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.”
Under the name of ‘Find Your Freedom’, James and Canyon have brought on board a plethora of biking champions and athletes.
This includes current road cycling world champion Mathieu van der Poel, along with freeride specialists Fabio Wibmer and Samantha Soriano, and dirt and gravel rider Andrew Jackson.
CANYON//SRAM Generation’s rider Diane Ingabire and up-and-coming mountain biker Olivia Silva have also been brought on to Find Your Freedom in order to inspire millions of people around the world to bike for themselves.
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?”
