We believe sport is a powerful tool in uniting people and it should be accessible to all, without limitation. So when one of our ambassadors, Kofi Kyei, revealed his vision for a global community united in the quest to promote inclusivity in cycling, we had to get involved.
Ride for Unity
Kofi, who founded Ride For Unity in June 2020 following the murder of George Floyd, said: “Rather than waiting for companies or governments, I wanted to do something myself that brought people together and celebrated our rich diversity as cyclists which is often unseen.
“The aim is to use representation as a tool to encourage people of all shades, sexes, sizes and sexual orientation to participate in cycling. I’m confident the amazing benefits of the sport can be useful to many of us during these challenging times.”
Ride For Unity is also partnered with charity Laureus – Sport For Good, which was founded under the patronage of Nelson Mandela. The group hosts weekly virtual rides, chat shows and went ‘outside’ in 2020 in New York, California, Edinburgh, London, Yorkshire and South Africa.
Get The kit
We announced our collaboration in December 2020 with the launch of an exclusive apparel collection – with 20 per cent of every sale donated to Laureus – Sport For Good. As the Ride for Unity mantra states, no matter who you are, no matter where you are, together we ride.