“We are Cyclists” Celebrates Community, Representation, and the Joy of Riding (Video)

Shimano has launched "We are Cyclists," a new video featuring Marley Blonsky and Kailey Kornhauser. The film documents their journey across various cycling events nationwide, promoting a message of inclusivity and the inherent joy of riding. This initiative, highlighted by Bikepacking.com, sees two prominent figures in the body-positive cycling movement front and center, advocating for broader representation within the sport.

This release arrives as the cycling industry continues its slow, often reluctant, pivot towards genuinely embracing diversity beyond mere marketing platitudes. Blonsky and Kornhauser, known for their "All Bodies on Bikes" advocacy, bring a credible voice to this conversation, challenging traditional cycling aesthetics and performance narratives. Shimano's involvement, as a major component manufacturer, lends significant weight, suggesting a strategic recognition that the sport's future growth hinges on attracting a more varied demographic than its current, often homogenous, participant base.

Ultimately, it's a shrewd move by Shimano to align with authentic voices. Whether this translates into tangible industry-wide change, or merely a well-produced feel-good video, remains to be seen.