Inspiration is the greatest gift in British Cycling Advert

14 Dec 2021

By: Sport Industry Group

The film focuses on teenager Morrigan ‘Moz’ Chudley at home watching Charlotte’s Olympic final – in the middle of the night, like so many who were enthralled by Britain’s cyclists this summer – showing her reaction to Charlotte failing, and then landing the first-ever 360˚ backflip by a woman to win BMX gold. The film then goes on to show Moz herself getting involved at the sport’s grassroots in her local skatepark.

Like Charlotte, the teenager struggles with landing a trick, before a chance meeting and pep talk with the Olympic champion at Corby’s Adrenaline Alley proves to be the inspiration she needs.

The film follows BMX freestyle’s spectacular debut at the Tokyo Olympics and £1 million of investment into community facilities like Adrenaline Alley as part of British Cycling’s plans for the future of the discipline.

With the slogan ‘inspiration is the greatest gift’, the film highlights how role models like Charlotte, coupled with a community-led approach to facility investment and sport development encourages more people to get involved themselves.

Last year, in a nod to the thousands of people who took to their bikes to keep themselves and their communities safe, British Cycling dedicated their Christmas video to the power of the humble bicycle, which was viewed over 300,000 times.