Founded in the mid-1990s, Canyon has become the leading online direct seller of high-end bicycles. Assembled in Germany, Canyon products cost a much lower price than bicycles sold in stores. As they quickly made their way onto European roads, the brand became a recognized official supplier on the professional circuit. And guess who not only announced a collaboration, but also purchased shares in the company? Well, it’s world basketball star LeBron James, alongside American investors, who have just acquired a 4% stake in Canyon for around 30 million euros. Despite their American-sounding name, Canyon bikes still have plenty of room for growth in the USA, which is just discovering the virtues of the bicycle, a little later than Europe. And frankly, you’ve got to admit, it’s not lacking in style.