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.