You think this is our time? Think again. We've always been around, doing our own thing...

Intro
You think this is our time? Think again. We've always been around, doing our own thing, finding our own way, and breaking down barriers. Because we rule and we have always done that. SHIMANO stands with all female cyclists with a full range of women’s specific gear. Designed with and for women, from aero kits to complete outfits for more casual or adventurous rides. Because when we ride, we rule.

The goal
The world of cycling is finally getting up to speed when it comes to women riding their bikes on all levels. SHIMANO has been supporting these women and will focus more and more on this. We want to share that story.

Our insight
Work together and tell this story through time and from the female perspective. Don’t mansplain it but genuinely create a voice for all women that ride in their own way and understand that there is some catching up to do.

The solution
We created a campaign that not only focuses on how SHIMANO supports women but also on the long history that is so often overlooked. Women have been part of cycling from day one, and we acknowledge and celebrate that with this campaign.

Why we like it
Representation is key these days. We can all want our sport to be more equal, but we have to show it and confirm it every chance we get. This campaign has a positive and strong message: women were and will always be a part of cycling, now we want to show and share that more than ever.