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BIRTH OF A RACING BRAND
Originally founded as a Japanese bicycle manufacturing company (Nichibei Trading) in 1899, Fuji is one of the oldest surviving bicycle brands in the world. Fuji’s steadfast philosophy in utilizing the most advanced technology and incorporating elite athlete input into its high-performance products has enabled the brand to endure while others have faltered. Fuji expanded to the United States market in the 1970s and stormed onto the international racing scene in the ’80s, with the likes of Olympic gold medalists Mark Gorski and Connie Paraskevin. Today, Fuji has joined forces with parent company Advanced Sports International (ASI) to become a truly global cycling brand. Building on a legacy of firsts dating back to Japan’s first Olympic cycling appearances in the 1920s, sponsorship of the first U.S. women’s road racing team (Fuji-Suntour) in the ’70s, and numerous world championship and national titles over the past century, Fuji’s pinnacle moment came in 2011 when Juan Jose Cobo earned the brand its first-ever grand tour victory at the Vuelta a Espana.
The Altamira represents the culmination of Fuji’s relentless pursuit of the lightest and highest performing road bike. For 2013, the Altamira 2.2 C features amazing components, an electronic drivetrain and sophisticated frame technology, and ties it all together on just two wheels.
The Fuji Mio Amore is a beautiful bicycle with classic lines and styling, made from lightweight aluminium, fitted with front and rear racks designed with a broad base from sturdy oversized tubing, classic sprung saddle and traditional vintage swept-back handlebars. Beautifully finished with matching painted mudguards and chain guard, aluminium platform pedals and durable double-wall aluminium rim wheels for long-life, hi-tensile steel fork with chromoly steerer, it’s every bit as functional as it is beautiful to behold.
The pinnacle of Fuji innovation, design, and engineering, the Norcom Straight is one of the fastest bikes in the world.But most important, it offers more positioning options than any other superbike. If speed is the goal, FIT COMES FIRST. Meet the Norcom Straight.
Summiting hills and mountain tops is all a part of the joy and seduction of mountain biking. Therefore, it is rather fitting that when Fuji was founded in 1899 , it was named after Mount Fuji, a Japanese symbol of strength and endurance, and one of the most iconic and Majestic mountain peaks in the world. With that said, Fuji is a brand that believes in the core characteristics in which cycling represents; strength, endurance, challenge, and triumph. The same can be said about their bikes.