We Are Cyclists

Shimano has officially unveiled "We Are Cyclists," a new film serving as the next iteration of the "All Bodies on Bikes" movement. This production aims to further the initiative's goal of fostering a more inclusive and welcoming cycling community, building on the grassroots efforts that have already garnered significant global traction. The announcement, made via The Radavist, highlights Shimano's continued commitment to supporting this expanding community.

This development underscores a growing trend within the cycling industry: the recognition and active promotion of diversity beyond the traditional competitive sphere. "All Bodies on Bikes" initially gained prominence by challenging conventional body image stereotypes in cycling, and Shimano's backing elevates this message, lending significant corporate weight to a movement that began organically. It signifies a strategic shift for major brands to align with broader social narratives, moving beyond purely performance-driven marketing.

Ultimately, Shimano's investment in "We Are Cyclists" is less about selling components and more about cultivating a larger, more diverse customer base. A shrewd move, ensuring the future of the sport, and their bottom line, is painted with a broader brush.