When LeBron James was a toddler in Akron, Ohio, the bike helped him overcome obstacles and gave him joys, freedoms and accessibility he in any other case would not have had.
“Driving a motorcycle has all the time been a giant a part of my life. Once I was rising up, it was how I acquired round – from using with associates throughout the town to attending to apply and wherever I wanted to be. It gave me the liberty to not solely get to locations, however to entry issues that in any other case would have been out of attain,” the basketball star says.
“Even now, using a motorcycle makes me really feel like a child once more. There’s nothing like feeling the air in your face and that freedom to simply experience.”
In a brand new joint initiative with Canyon Bicycles, LeBron hopes to share the ability of the bicycle with potential cyclists worldwide.
LeBron has been concerned with the German bicycle model since 2022 and is a minor shareholder. Collectively, they intention to “encourage hundreds of thousands of potential cyclists throughout the globe to know simply how life altering a motorcycle will be.”
Beneath the identify of ‘Discover Your Freedom’ LeBron James and Canyon are launching an advocacy marketing campaign meant to encourage folks all over the place to get pedalling.
The marketing campaign has harnessed the tales of present and up-and-coming sports activities stars, together with street biking world champion Mathieu van der Poel, freeriders Fabio Wibmer and Samantha Soriano, off-road bike owner Andrew Jackson, Diane Ingabire of the Canyon-SRAM growth crew and younger mountain biker Olivia Silva.
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“Biking has been in my household for generations and that may by no means change. Passing on what biking can do for folks is one among my largest motivations as a pro-athlete and as a biking ambassador,” feedback Van der Poel about his involvement within the marketing campaign.
The central element of the marketing campaign is a video involving the aforementioned athletes.
“We imagine within the transformational energy of bikes. This collaboration with LeBron celebrates the liberty bikes supply, and the ability to encourage a brand new technology of riders,” says Canyon CEO Nicolas de Ros Wallace. “And who higher to ship that message than some of the profitable sports activities stars of all time, together with a few of the most proficient skilled cyclists on the earth?”
The partnership additionally sees Canyon offering bikes to the LeBron James Household Basis’s ‘I PROMISE’ Program. Because the begin of the I PROMISE Program in 2011, the muse has offered every pupil in this system with a brand-new bike as a part of their promise to work exhausting, end faculty, and stay an energetic and wholesome life-style.
“I understand how a lot a motorcycle meant to me once I was a child and the way it opened doorways and acquired me locations, I couldn’t in any other case go, so it’s all the time been a staple of our program to supply bikes,” says LeBron.
“It’s not solely a reward for his or her exhausting work, however it additionally permits them to get exterior, expertise their group, and make reminiscences with their family and friends otherwise.”
The Video
LeBron James X Canyon | Discover Your Freedom – YouTube
