Auto producer Škoda has released the Škoda DSI Cycling Academy in partnership with Dame Sarah Storey, the most a success lady British Paralympian of all time.
The Academy hopes to help address the gender disparity in cycling by way of offering ladies throughout the United Kingdom the support they need to gain a route into professional biking, with steerage and mentorship from Storey.
The launch of the Academy follows the emblem’s a hit #ThisIsOurTime marketing campaign remaining 12 months, which shone a light at the achievements and objectives of girls in cycling. This year, Škoda tasked its partnerships agency, Fuse with developing the marketing campaign from highlighting the problems in cycling to taking action.
Fuse interviewed enterprise stakeholders inside cycling to unearth where Škoda should make an impact and observed that inside the expertise pathway to professional cycling, there are not equal opportunities for women as there are for men. Through its biking background, Škoda has got right of entry to and property to offer girls a path into expert biking who otherwise wouldn’t have the possibility. Through this perception, the Škoda DSI Cycling Academy turned into born.
Škoda is now calling for packages to the Academy, led via Academy Principal, Dame Sarah Storey. Up to 50 promising woman cyclists could be selected to be taken through a chain of bodily exams, resulting in 5 being inducted into the academy. Those fortunate five will be part of Dame Sarah Storey for a schooling ride in June before joining the girls’ cycling team J-1 to trip a station of the Tour de France a day in advance of the guys, plus greater journey reports in the course of the 12 months.
Content captured throughout the Škoda DSI Cycling Academy will function in 4 marketing campaign films to be amplified throughout social, internet, CRM and media. A media partnership, secured with the aid of Ph.D. UK, will see the Škoda DSI Cycling Academy characteristic in the newly launched Telegraph Women’s Sport.
Lisa Kirkbright, communications manager, Škoda says: “Cycling is not only our historical past at Škoda, but it’s also our passion. It’s a privilege to be in a function to make a real effect on cycling and to work with biking legend, Dame Sarah Storey, to offer promising lady cyclists a chance to broaden their capabilities and benefit a direction into expert cycling.”
Louise Johnson, chief executive at Fuse, provides: “After the success of final yr’s #ThisIsOurTime campaign, which won Best Sponsorship of Women’s Activities at the United Kingdom Sponsorship Awards, we’re pleased to be working again with Škoda on a formidable marketing campaign that’s creating a difference.”
The Academy enjoys will even act as a prolonged trial with Storey Racing, Dame Sarah Storey’s professional race crew. While not guaranteed, every rider has a threat to at ease an area inside the crew, depending on their performance all through the programme and the discretion of Dame Sarah Storey. During those chilly days when it is too cold to just wear a sleeveless or short sleeved cycling jersey, but not cold enough to bundle up in multiple layers, cycling arm warmers are a perfect accessory to utilize to maintain warmth in your arms. Below are a few benefits of cycling arm warmers:
• Should the weather warm up resulting in the arm warmers feeling too hot, they are light enough that they can be taken off and stored away in the back pockets of your cycling jersey.
• Cycling arm warmers act as a protective barrier between forearms and armrest pads if riding in the aero position on aero bars
• Some cycling arm warmers provide sun protection in addition to warmth
• Some cycling arm warmers do have reflective piping which is beneficial when riding in the dark
• High-quality cycling arm warmer fabrics wick moisture quickly