Cycling brands have recognised the importance of BAME visibility to increase participation.
Ger Tierney, associate creative director at Rapha, says: “We have sought to make our campaigns far more diverse in recent years, but we can still go a lot further. We had a positive response to the Women’s New Chamois campaign last year, which featured intimate, honest portraits of a diverse cast of women, shot by Ana Cuba. While we continue to ensure our campaigns are more diverse and representative, it must happen in tandem with doing more to promote diversity at Rapha and within cycling.”
Meanwhile, SRAM has been working with BAME riders to address the issue of representation. Kate Powlinson, road brand manager, says: “We are fortunate to partner with athletes like Yewie Adesida, Marty Merritt and…