When Fuji was started in 1899, it was named after Mount Fuji, a Japanese symbol of strength and endurance. So perhaps it’s fitting that 117 years later the brand is still thriving. 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.
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