USA Cycling announced plans to launch its “We Champion” initiative to kick off its 100-year anniversary. The campaign highlights the organization’s past, current and new commitments to cycling for all as over 33 million riders joined or rejoined the sport in 2020.

Starting June 26 and running through July 18, the campaign aligned with the Tour de France featuring online and real-life rides to encourage riders to cycle. USA Cycling will also host a series of virtual rides on Zwift with elite esports title holders.

“We Champion is intended to bring the best of cycling to light for anyone from Olympians to the young kids doing laps around their neighborhood after school,” said Rob DeMartini, CEO, USA Cycling. “It’s also a reminder that by developing opportunities for others we all benefit. We want to be sure we’re also adding value to the industry beyond sanctioning events and growing racing. While that remains a cornerstone, we also have a responsibility to welcome new cyclists to the sport and help foster a love of the bike for years to come.”

Photo courtesy USA Cycling