Limitless. Global. Unified. WTR is a community for ALL riders.
The Fédération Internationale de Motocyclisme (FIM) last week announced its branding re-release for the We, The Riders (WTR) campaign. Both on and off the roads, all riders are equal, and there is strength in their beautiful diversity; this is the core vision of the rebranded We, The Riders campaign that is being launched through the release of their promotional video. WTR stands ready to deliver an unmatched community experience and aims to unify the global population of motorcycling enthusiasts, providing them with a central social media hub.
Anyone can be passionate about motorcycling, anyone can learn to ride, and anyone can be a rider. Diversity is one of the fundamental, underpinning features of riding, and this historic movement will bring an unprecedented sense of closeness and community into the motorcycling world.
“Motorcycling is a global sport, pastime and passion, and it deserves an authentic, global movement that brings everyone together. Across all levels of performance, from all nations and across all differences, motorcycling has the capacity to unify people, and that is exactly what We, The Riders, is going to facilitate.” explained Jorge Viegas, FIM President.
The aim of the WTR campaign is to create a global movement for a safer, more sustainable, more exciting and more unified riding experience, free from discrimination and full of diversity. The movement was founded on four pillars, all given equal weight:
● Safety: education drives change, and the WTR movement will provide both online education and downloadable guides, as well as develop the reach of influential safety Ambassadors who are to be tasked with promoting rider safety across all aspects of motorcycling.
● Sustainability: diffusing news and information on eco-friendly motorcycling research, reporting on all concrete FIM actions for sustainability, and showcasing members’ innovative sustainability solutions are a vital part of the movement in today’s world.
● Leisure: riding is a way of life which goes beyond the passion of motorsports, and WTR brings attention to the underrepresented aspect of riding for leisure. Motorcycling also represents a large part of personal transportation in every day life. All riders are unified by the WTR campaign.
● Equality: showcasing the diversity of the WTR community and ensuring all riders are represented in our campaign materials. From gender, origin and (dis)ability to the more niche areas of motorcycling, WTR is for everyone.
About the International Motorcycling Federation (FIM)
The FIM is the official world Governing Body for motorcycle sport and the global advocate for motorcycling. Bringing together 111 National Federations, it is recognised as the sole competent authority in motorcycle sport by the International Olympic Committee (IOC). Dedicated to sustainability, FIM was the first International sporting Federation to enforce an environmental code, doing so in 1994.
By launching this re-branded initiative, both the FIM and the WTR campaign are working towards a more unified motorcycling community, providing opportunities for growing the motorcycling fanbase and providing a platform for authentic, meaningful and innovative interactions and collaborations.