As you may or may not know, NBA basketball megastar, LeBron James has been a minor shareholder in Canyon Bicycles since 2022. Now, LeBron is taking his relationship with Canyon further, and acting as the face of a new joint initiative. 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 a cycling advocacy collaboration that draws on Le Bron’s inspiring personal story, embracing the freedom of cycling and inspiring others to discover the boundless joy a bike can deliver.
Inspiring a New Generation of Riders
Canyon 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 help inspire and change people’s lives.
This all starts with a video clip and is followed by a bike donation to the LeBron James Family Foundation.
LeBron’s Inspiration to Ride
LeBron James has always credited the role that bikes played in helping him become one of the most recognized athletes in the world. LeBron started his journey with the bicycle when he was a small child in Akron, Ohio.
Today, he remains an advocate of bicycles and the freedom, mobility, and accessibility they provide. He’s spoken out about the power the bike has to overcome barriers – whether they are social or geographic restrictions – and how bicycles still power him personally as part of an active, healthy lifestyle.
“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 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.” – LeBron James
Riding a bike can bring inspiration, freedom, and joy, and also unleash the will to perform – these are values that Canyon and LeBron both believe in.
“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?” – Canyon CEO, Nicolas de Ros Wallace
Under the name of ‘Find Your Freedom’ LeBron James and Canyon have harnessed the power of cycling sports stars and champions. These include current road cycling world champion Mathieu van der Poel, free-riders 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 of these riders want to inspire people around the world to “experience the transformative power of bikes for themselves”.
“A bike is not just a bike, it’s also a way to express yourself. To give a statement, and to show your stance, especially for women. Historically bikes became one of the first times women could really explore and expand their personal freedom. That remains true to this day. I’ve always had a deep connection with bikes, they elevate me physically and mentally.” – Samantha Soriano, MTB Freerider
“I have raced road, cyclo-cross, and mountain bikes with the best in the world. 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”. – Mathieu van der Poel, current world champion in road and cyclocross
Inspired to Ride, Freedom to Achieve
This partnership also sees Canyon providing bikes to the LeBron James Family Foundation’s (LJFF) “I PROMISE” Program. Since the I PROMISE Program began in 2011, LJFF has provided each student in the program with a brand-new bike. This is 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. This will take place after the academic year, in support of the Foundation’s earned, not-given philosophy.
“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. We provide bikes to our I PROMISE students as they join the program, says James. It’s not only a reward for their hard work, but it also allows them to get outside. To experience their community, and make memories with their friends and family in a different way.” – LeBron James
