After the Olympic Games, world championships are probably the most important opportunity for mountain bike brands to make their own bikes appealing to potential customers worldwide. In order to draw even more attention to their own products in the run-up to the event, major brands often have their athletes compete in special editions in special liveries at title competitions.

Canyon thus evokes the cohesion of cyclists around the world: "We live together on this planet and are part of a great, global bike community," says the press release. The Canyon athletes (whose most promising, Mathieu van der Poel, is missing due to injury) are therefore competing for the whole world. As part of this campaign, Canyon is calling for donations for World Bicycle Relief, the organization that supports people in low-income countries with bicycles.

Canyon wants to help shape the future

Just one day earlier, the Koblenz-based company had announced its participation in the international IAA Mobility trade fair in Munich. Its managers want to help shape the future of urban mobility there. This commitment is materialized in the "Future Mobility Concept", a pedal-powered e-micro-car presented for the first time in 2020.

Muscle-powered vehicles with and without electric motors already play a major role in local transportation today and are likely to become even more important. It is not surprising that a brand as successful as Canyon not only wants to make money in this segment, but also wants to help develop it. The fact that the manufacturer also lets its top athletes promote global cohesion is an indication of its good intentions, as well as its self-image as a global player. And it is a successful PR campaign, as this report also shows.