Liv

Liv is a brand dedicated to women's cycling. Born as an off-shoot from Giant in 2008, the company has grown to produce a wide range of women-specific bikes and gear.

History

Liv was founded in 2008 by Bonnie Tu. At the time, Tu was Chairman of Giant and set up Liv as a sister company under the Giant Global Group, highlighting the need to accommodate for the rising number of female riders that were not represented in the market at the time.

The brand has had a long history of supporting and helping to nurture women in cycling, with the brand coming into existence to fill a need that Tu found herself. Preparing to embark on a cycling event, she found it particularly difficult to find any clothing that met her needs. This was not only a great move personally for Tu but was right on the emerging trend of female cycling, with this sector experiencing the most growth during this time.

Working closely with Giant, Liv has created a complete product catalogue that runs alongside the Giant range, all with it being designed specifically for the demands of female riders. Liv has always been a women-first brand, whether that be the end production or through the structure of the business. The ethos of ‘Designed by women, for women’ runs through the DNA of the company.

Tu has always had a vision for Liv to be a brand in the women's professional peloton. Only a year after it was established, Liv entered women’s road racing by sponsoring the then titled ‘DBS Bank’ team, now known as Liv Racing TeqFind. Liv also sponsors the white jersey of the best young rider at the Tour de France Femmes, an honour that Bonnie points to representing the future of the sport and the inspiration for the next generation.

In 2022, the first year of the Tour de France Femmes, Tu was at the race in person to award the white jersey to the leader of the classification on the first three days of competition.

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Pro cycling

Current sponsorships:

• Team Jayco Alula
• Liv Factory Racing
• Liv Racing TeqFind
• Liv Racing Collective
• The Black Foxes
• Liv Ladies Allride

Highlights:

• Marianne Vos, the most successful female cyclist of all time, has spent much of her career on Liv bikes, winning Olympic and world titles among a flood of victories.
• Anna van der Breggen, one of the next best riders of all time, overlapped with Vos during her three years on the Rabobank-Liv team (now Liv racing Teqfind), winning the Olympic road race title, the Giro d'Italia Donne, and La Course by Le Tour de France, among others.
• Pauline Ferrand-Prévot became the first rider in history to take world titles in all three disciplines of road, cyclo-cross and XC in the same season in 2014-2015 - a feat that remains unrepeated.