Fuji Bikes sponsors several athletes and teams at the professional level. In 2010, Fuji sponsored Footon-Servetto, a team that led the brand to its first appearance in the Tour de France. It’s breakout star, Rafael Valls, finished second in Stage 7 atop his gold SST, a bike riders and the media alike couldn’t take their eyes off.
In 2011, the brand sponsored GEOX-TMC, a Spanish-based squad that developed out of Footon-Servetto and featured two especially impressive new additions: 2008 Tour de France Champion Carlos Sastre and 2009 Giro d’Italia Winner Denis Menchov. Yet it was unsuspecting climber Juan Jose Cobo – “El Bisonte” – who delivered Fuji its greatest triumph. After climbing into cycling history upon conquering the epic Angliru’s 22% grade aboard his Altamira, Cobo went on to claim overall victory at the Vuelta a Espana, earning Fuji its first-ever grand tour victory.
In 2012, Fuji is proud to sponsor the first-ever pro continental cycling team based in Asia: Champion System. The 18-member squad will be racing all across the globe on Altamira’s and SST’s, and this blog is devoted to following them on their journey – going behind the scenes through photos, video, and race updates. Welcome!
A Flagship Brand. Fuji is the flagship brand of Advanced Sports International, a privately held international company headquartered in Philadelphia, Pennsylvania that owns four bike brands – Fuji, Kestrel, Breezer, and SE – and a bicycle components brand – Oval Concepts. Fuji produces a complete line of products including road racing and fitness, mountain bike hard-tails and full-suspension, specialty triathlon, track, and cyclo-cross bikes, as well as bikes specifically designed for women, kids, commuting, and casual riding.
“Conquer Your Mountain.” Fuji’s tagline is a tribute to Japan’s Mount Fuji, after which the bicycle brand was named. A metaphor for every day challenges, Fuji’s tagline and logo represent strength and inspiration. Fuji seeks to motivate riders to confront and overcome their daily obstacles – whether it’s attaining fitness goals, living a greener lifestyle, or quite literally, climbing cycling’s most notorious and world-renowned mountain passes.
Operating Philosophy. The Fuji brand has been in existence for more than a century. Guided by three core principles – craftsmanship, strength, and heritage – Fuji has not only persevered, it’s thrived. Producing cutting-edge products using advanced technology and incorporating elite athlete input has always been at the heart of Fuji’s bicycle designs. This steadfast philosophy has enabled Fuji to endure while others have faltered.
Proven Products and Innovative Design. In addition to the brand’s high-performance, wind tunnel-proven D-6 time trial bike and SST aero-shaped carbon road bike, Fuji further advanced its product line with the launch of the new Altamira ultra-light road bike in 2010 at the Vuelta a Espana, a bike that went on win that very same race the following year.
A History of Firsts. Building on a long legacy of firsts that date back to Japan’s first Olympic cycling performances in the 1920s, sponsorship of the first U.S. women’s road racing team (Fuji-Suntour) in the 1970s, and many, many victories across the globe from 1899 to the present day, Fuji’s pinnacle moment came in 2010 at the Tour de France: the brand’s first ever appearance in cycling’s most prestigious race.
Great Investments. Fuji athletes and their mechanics continue to play a key role in the company’s product development and brand success. In addition to sponsoring the GEOX-TMC team for the past three years, Fuji invests in other elite athletes and teams, such as triathletes Matt Reed and Sarah Haskins, the women’s professional team Diadora-Pasta Zara, the Geox-Fuji Test Team development squad, and the Easton Rockets mountain bike team.
The Best Bicycles in the World. Fuji’s global brand recognition has changed from “that old Japanese brand” or “my father’s bicycle” to now one of the fastest, steadiest growth stories in the bicycle industry. Fuji is challenging itself to Conquer Its Mountain and to be the best bicycle company in the world.