Liv Cycling Welcomes Anita Naidu
June 8, 2021
Global Ambassador Program Shapes a More Inclusive Future of Cycling
NEWBURY PARK, Calif. (June 8, 2021) – Liv Cycling, the company dedicated to getting more women on bikes, today introduced its Liv Global Ambassador program with the announcement of new ambassador Anita Naidu. Celebrating the trailblazers and programs that elevate inclusion in cycling, the Liv Global Ambassador program recognizes outstanding women and programs in the cycling community who advocate for more opportunities to make cycling more inclusive.
Naidu is recognized for her award-winning humanitarian and engineering work, as well as her athletic accomplishments. Through her advocacy and approach to mountain biking as a tool to foster social justice, she has inspired and helped thousands of people accomplish their cycling goals. An aspiring astronaut, competitor and coach, Naidu brings low cost, high-performance bike skills camps paired with anti-racism training and social impact forums through her Bike Fest Series to help people elevate their skills to meet the world’s deepest needs.
“As the first woman of my ethnicity to join the Liv Global Ambassador team, it feels momentous. It’s a powerful step toward leaving behind generations of exclusion and rewriting the social contract,” said Naidu. “It’s more than a partnership – it’s about a movement. A belief that we can build a world where those in the margins are elevated with enough belonging and security to fail up rather than down, such that they may pursue even higher ideals and be defined by the audacity of their dreams.”
Naidu joins eight women (members of The Black Foxes and Ladies AllRide) as part of the new Liv Global Ambassador program. In 2020, Liv Cycling partnered with The Black Foxes, an international collective of unapologetically Black cyclists and outdoors-people reclaiming their narratives and roles in this realm. Shequaya Bailey, Ayesha McGowan, Alexa Everson and Shanika Rhodes share a passion for being active, unifying efforts to normalize Blackness on trails, mountains, group rides, and pelotons. The Black Foxes support those who are underrepresented, encouraging others to delve into outdoor sport for their physical and mental well-being, and are cultivating an international network of Black outdoors people while providing guidance to the community and industry on how to support accomplishing these goals.
Ladies AllRide, a long-time partner of Liv Cycling, is focused on growing the community of women mountain bikers across the globe. Founder Lindsey Richter, director of operations Meredith Brandt, as well as program leaders Allison Halpin and Cierra Smith, host skills camps that build riders’ technical skills through personalized, small group instruction in a unique format that develops both new and experienced riders alike. Led by accomplished coaches and staff, Ladies AllRide empowers, transforms and builds community through mountain biking, while also creating opportunities for riders of all ability levels to connect.
“The Liv Global Ambassadors exemplify our brand values by providing more opportunities and welcoming more women into cycling,” said Phoebe Liu, chief branding officer of Giant Group, which includes Liv, Giant, Momentum and CADEX brands. “We are honored to work with these leaders, and to support these meaningful programs that advance our shared mission of creating a more inclusive riding community.”
About Liv Cycling
Liv is the only comprehensive cycling brand in the world dedicated solely to women. Founded in 2008 by Giant executive Bonnie Tu as part of the Giant Group, Liv creates innovative bicycles and gear to fit and perform at the highest level. Liv aims to empower all riders from beginners to pros. With a global team of retailers, athletes and events, plus a growing online presence focused on riding skills, bike maintenance, nutrition, travel, and other experiences – Liv strives to support community and be the number one resource for women cyclists around the world. Learn more at liv-cycling.com.
Cassondra Spring, Liv Cycling
(541) 222-9380 or CassondraSpring@liv-cycling.com