LAGUNA BEACH, Calif. (BRAIN) — Crankbrothers is launching a new charitable program that will work with 25 of the brand's sponsored athletes to support various bike-related causes worldwide.
Athletes show their support for the Crankbrothers for Others program by wearing a temporary tattoo at races and using the hashtag #cb4others to help raise funds and awareness for the charity of their choice. For each race, Crankbrothers makes a donation to the charity on the their behalf, and also works with the athletes to raise additional donations through raffles and auctions.
"Giving back has always been an important part of our business practices," said Kellen Trachy, the brand's global marketing manager. "We've enjoyed a longstanding relationship with Hans Rey and his Wheels 4 Life charity, and our experience working with him is the inspiration behind this initiative."
Participating athletes span the disciplines of downhill, enduro, cross-country, and cyclocross. A microsite at crankbrothers.com/for-others hosts donation pages for each athlete and charity, and provides real-time updates of the funds raised.
Charities include World Bicycle Relief, NICA, Ride For Michael, Wheels 4 Life, Prochorus Community Development, Riding Forward, JAM Fund, Team Rynkeby, Whatcom Mountain Bike Coalition, and the Ride to Conquer Cancer.
