STKD Racing Squad is a game-changer for women in cycling
Madison, Wisconsin. – June 2, 2021 – Schwinn, a brand of Dorel Industries, Inc. (TSX: DII.B, DII.A), is excited to partner with the STKD (pronounced “stoked”) racing team to help amplify its mission of sponsorship, mentors, advice, advocacy, inclusion within the industry and a high team racing experience for women in cycling.
STKD races in the category 3 designation of criterium races. Category 3 is right in the middle of the racing world, with categories 1 and 2 reserved for elite runners and 4/5 (Novice) reserved for beginners. Due to the nature of Category 3, teams and riders competing at this level rarely receive branded offers. STKD thinks that should change, and the Schwinn team agrees.
“What the women at STKD are doing is amazing,” said Samantha Kraemer, Schwinn Brand Manager. “They raised their expectations on how women should be represented in cycling, and they did! We are delighted to see how their ingenuity and enthusiasm will continue to change what we expect from the cycling industry and representation. of marginalized populations. “
Anna Affias, owner and manager of STKD, remembers the initial conversations about keeping a cat. Team 3 with pro level referrals was almost comical as it hadn’t been done before. With many women in cycling facing different forms of micro-aggression, lower prize payouts, and minimal media coverage, it was unlikely that a team of this level could secure branded sponsorship and funding.
“We are delighted to see brands stepping up their investments in women’s cycling to help remove some of the barriers that have kept more women from advancing professionally,” said Lisa Hilleren, co-director of STKD. “Schwinn has bet a lot on women, and we’re sure this is just the start of more amazing things to come.”
The partnership includes custom Schwinn Fastback road bikes, a short film to amplify the team’s mission and vision, a social media promotion, a dedicated blog / email campaign and financial support for the costs of travel, team kits, registration fees, accommodation and any additional costs incurred during the racing season.
Schwinn is a brand of Pacific Cycle, a division of the Dorel Sports segment of Dorel Industries (TSX: DII.B, DII.A), which encompasses several flagship brands, including Mongoose, Roadmaster, Pacific and Kid Trax. Dorel Industries Inc. has annual sales of US $ 2.8 billion and employs approximately 8,200 people at facilities in twenty-five countries around the world. Founded in 1895, Schwinn is an American icon, making some of the best known and most beloved bikes of all time. With an ongoing commitment to quality, Schwinn looks forward to providing innovation and performance to people of all ages. More information on Schwinn partnerships can be found at SchwinnBikes.com.