LeBron James has been a minority shareholder in Canyon Bicycles since 2022, and now, LeBron has further deepened his relationship with Canyon by becoming the face of a new joint incentive program. The goal of this partnership is to “inspire millions of potential cyclists around the world to understand the power of cycling to change their lives.” Canyon and LeBron use inspiring personal stories to advocate for the freedom of cycling and inspire others to discover the endless joy that cycling can bring.
Inspiring a new generation of cyclists
Canyon has teamed up with global icon LeBron James to share its commitment to unlocking the unlimited potential of cycling to help transform and inspire people’s lives.
All of these riders hope to inspire people around the world to “experience the transformative power of cycling for themselves”. “A bicycle is more than just a vehicle, it’s a form of self-expression. A statement, a way to show what you stand for, especially for women. Historically, bicycles have been an opportunity for women to truly explore and expand their personal freedom. I have always had a deep connection to bicycles, they have lifted me up physically and mentally.” – Samantha Soriano, mountain bike freerider
“I’ve raced on the road, cyclocross and in the mountains against 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. Transmitting what cycling means to people is one of my biggest motivations as a professional athlete and ambassador for cycling.” – Current Road and Cyclocross World Champion Mathieu van der Poel
Ride with Inspiration, Freedom
The partnership also sees Canyon provide bikes to the LeBron James Family Foundation’s “I PROMISE” initiative. Since the launch of the “I PROMISE” initiative in 2011, LJFF has provided every student in the program with a brand new bike as part of their commitment to work hard, complete their education, and live an active, healthy life.
In the next phase of the partnership, Canyon will donate Grand Canyon Young Heroes bikes to this year’s class of I PROMISE students. This will take place after the school year ends.
“I know what a bike meant to me as a kid. It opened doors and took me to places I wouldn’t have been able to go. So, it’s always been a big part of our program. We provide bikes to students who are part of the I PROMISE program,” James said. “Not only is it a reward for their hard work, but it allows them to get outside and create memories with their friends and family in a different way.” — LeBron James
LeBron’s Cycling Inspiration
LeBron James has long emphasized the role that cycling has played in his rise to become one of the world’s most celebrated athletes. He began riding as a child in Akron, Ohio, and says cycling has always been part of his active, healthy lifestyle.
“Biking has always been a big part of my life. As a kid, it was my way of getting around – whether it was riding across town with friends, to practice and anywhere I needed to go. It not only gave me the freedom to go places, but it also gave me access to places that I wouldn’t have been able to reach otherwise. Even now, riding a bike makes me feel like a kid again. There’s nothing more freeing than riding a bike and feeling the wind on your face.” – LeBron James
The power of community
Under the “Find Your Freedom” program, LeBron James and Canyon have tapped into the power of cycling stars and champions including current road cycling world champion Mathieu van der Poel, mountain freeride riders Fabio Wibmer and Samantha Soriano, dirt and gravel rider Andrew Jackson, CANYON//SRAM Generation rider Diane Ingabire, and up-and-coming mountain biker Olivia Silva.
