British Cycling's attempt to inspire the nation with a new slogan has spectacularly backfired, with elite riders and the public branding the new tagline 'Ride Proud' as 'cringeworthy' and 'embarrassing'.
The governing body unveiled the phrase as the centrepiece of a major rebrand, hoping to unite the cycling community. Instead, it has been met with a wave of mockery and disbelief, highlighting a growing disconnect between the organisation's leadership and its members.
Elite Athletes Lead the Mockery
Olympic gold medallist Callum Skinner led the charge, sarcastically quipping that the slogan sounded like a euphemism. His sentiment was echoed by hundreds within the sport, who took to social media to express their second-hand embarrassment.
Many criticised the timing of the expensive rebrand, questioning why funds were being allocated to marketing jargon instead of being invested in grassroots development and supporting competitive cyclists.
A History of Troubles
The disastrous launch adds another layer of turmoil to an organisation still working to rebuild its reputation. British Cycling has been grappling with the fallout from a major funding crisis and a damaging independent review that uncovered a 'culture of fear' within its world-class performance programme.
This latest misstep suggests that the road to recovery may be longer than anticipated, with the new slogan doing little to win back favour from a disillusioned community.
Despite the backlash, a spokesperson for British Cycling defended the new brand identity, insisting it was developed after extensive consultation and is intended to make the sport more inclusive and welcoming to all.
