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.