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STKD Racing Squad Changing the Game for Women in Cycling

Published June 2, 2021

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Bridging the gap between amateur and pro cycling, STKD secures partnership with Schwinn.

Madison, Wisc. – June 2, 2021 – Schwinn, a brand of Dorel Industries, Inc. (TSX: DII.B, DII.A), is excited to partner with STKD (pronounced "stoked") Racing Squad to help amplify their mission of providing sponsorships, mentors, guidance, advocacy, inclusivity within the industry, and an elevated team racing experience to women in cycling.

STKD races in the Category 3 designation of criterium racing. Category 3 is right in the middle of the racing world, with Categories 1 and 2 designated for elite racers and 4/5(Novice) reserved for beginners.

Due to the nature of Category 3, the teams and racers participating at this level rarely receive brand deals. STKD believes that should change, and the Schwinn team agrees.

"What the women on STKD are doing is extraordinary," said Samantha Kraemer, Schwinn Brand Manager. "They elevated their expectations of how women should be represented in the sport of cycling, and they went out and did it! We're excited to see how their ingenuity and enthusiasm will continue to change what we expect from the cycling industry and the representation of marginalized populations."

Anna Affias, STKD Owner & Manager, recalls that initial conversations about curating a Cat. 3 team with pro-level sponsorships were almost comical because it was not previously done.

With many women in cycling facing different forms of microaggressions, lower prize payouts, and minimal press coverage, it wasn't likely a team at this level could secure brand sponsorships and funding.

"We're so excited to see brands stepping up to invest in women's cycling to help take down some of the barriers that have kept more women from progressing to the pro level," said Lisa Hilleren, STKD Co-Manager.

"Schwinn has bet on women in a big way, and we are 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 mission and vision of the team, social media promotion, a dedicated blog/email campaign, and monetary support to help with travel costs, team kits, entry fees, lodging and additional dues incurred during race season.

To learn more about what STKD is doing both on and off the bike, check out their website,, or follow their Instagram @stkd_racing_squad. 

ABOUT SCHWINN Schwinn is a brand of Pacific Cycle, a division of Dorel Industries' (TSX: DII.B, DII.A) Dorel Sports segment, encompassing several powerhouse brands, including Mongoose, Roadmaster, Pacific, and Kid Trax. Dorel Industries Inc. has an annual sales of US$2.8 billion and employs approximately 8,200 people in facilities located in twenty-five countries worldwide. Founded in 1895, Schwinn is an American icon, building some of the best-known and best-loved bicycles of all time. With a continued dedication to quality, Schwinn looks forward to providing innovation and performance to people of all ages.

More information about Schwinn partnerships is available at

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