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Two people mountain biking on Fuji bikes.



Fuji's logo and "Conquer Your Mountain" tagline is a call to action for riders, retailers and all fans of Fuji. "Your Mountain" doesn't just stand for the climb you face on your weekly ride; it's any obstacle that stands in your way.

Fuji seeks to motivate its riders to confront and overcome their daily obstacles — whether it's attaining fitness goals, living a greener lifestyle or, quite literally, climbing cycling's most notorious mountain passes.

Founded in 1899 in Japan as Nichibei Fuji, the company started importing American and English bikes. The word ‘Nichibei’ translates as ‘Japanese-American.’ Within 20 years the company started manufacturing its own bicycles in Japan. Today, Fuji is one of the top-four brands sold through specialty bicycle retailers in the USA and is distributed in more than 100 markets worldwide.