Liv Cycling Celebrates Women’s Passion to Ride

Liv Cycling has launched a global push across multiple international markets to celebrate women everywhere and their passion for biking.

Liv Cycling, a company dedicated to getting more women on bikes, has created a global brand campaign to strengthen the connections between those who bond over the joys of cycling and drive the momentum of these shared experiences. Titled Liv Forward, the push aims to shine the spotlight on every kind of bicycle-riding.

From mountain biking to urban commuting to racing, the audience being targeted with the effort covers first-time riders and women competing on the world stage to include athletes across the Liv Racing platform. Featured in the campaign are elite road cyclist and activist, Ayesha McGowan (pictured), and champion triathlete, Radka Kahlefeldt.

The exercise will run throughout the year and commands a footprint spanning more than 40 countries. Key markets include the United States, United Kingdom, France, Germany, Australia, Canada, Taiwan, Japan, Korea, and the Netherlands. Through multiple digital channels worldwide, Liv Cycling endeavours to reach six million people globally.

As part of the strategy, Liv Cycling has premiered #GiveBackLivForward, a contest which serves as a call to action for those seeking to give back the person who introduced them to cycling. Participants stand a chance to walk away with a bike or gear by submitting their name of choice to be in the running as a nominee.

“Whether a first-time rider or an elite racer, we aim to enable all women to ride. Liv Forward includes women and girls from around the globe that embody the joy of cycling with a passion that teaches us the power we have to inspire ourselves and those around us,” said Phoebe Liu, Chief Branding Officer at Liv Cycling.