Fuji Bikes sponsors several professional athletes and teams, including GEOX-TMC, the GEOX-Fuji Test Team, triathletes Matt Reed and Sarah Haskins, and women’s professional team Diadora-Pasta Zara.
In previous years, Fuji sponsored women’s pro team Peanut Butter & Co. TWENTY 12. But with cycling legends Diana Ziliute and Manel Lacambra at the helm, as well as the additions of several former Peanut Butter riders (including star sprinter Shelley Olds and Giro Donne Winner Mara Abbott), Fuji is proud to have Diadora-Pasta Zara as its 2011 sponsored team.
The UCI pro-team, registered in the U.S. but based in Italy, has an exciting season ahead itself with a schedule that will prove both challenging and rewarding. Fuji looks forward to bringing you along for the ride through this team blog.
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 – now the official bike of the 2011 GEOX-TMC professional team, featuring world-class riders Denis Menchov (Winner of the 2009 Giro d’Italia) and Carlos Sastre (2008 Tour de France Champion).
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.