Liv Cycling, the company dedicated to getting more women on bikes, has launched the second part of its global brand campaign, “Liv Committed.” The campaign primarily celebrates the resilience shown by the cycling community over the past year. The campaign hero film was created with inspiration directly from the Liv community, including partners like The Black Foxes, The Bahati Foundation, Liv Racing athletes like Sarah Hill, Rae Morrison and satellite rider Ayesha McGowan.
“The coronavirus pandemic has challenged all of us immensely,” said Bonnie Tu, founder of Liv Cycling and chairperson of the Giant Group, which includes the Giant, Liv, Momentum and Codex brands. “Despite this, the community of women in cycling is growing. Today we celebrate their commitment and applaud the enduring spirit they have shown us—we see each of them as a champion.”
Over the past year, Liv Cycling has built a community and brought women together to train virtually by creating weekly rides on the Zwift platform and by providing interactive and digital content through LivTV, as well as skills development, maintenance, gear, travel and other guides. Liv also continued its investment in women’s cycling for 2021 as the official women’s partner of the Enduro World Series and by expanding the Liv Racing squad, which now consists of 25 riders.
The Liv Committed campaign and its multiple social media extensions will be shared globally in more than 50 countries in 2021, including the U.S., U.K., France, Germany, Australia, Canada, Taiwan, Japan, Korea and the Netherlands, reaching an estimated 12 million people around the world.