Yewande Adesida grew up in London and is a self-described “up-and-coming amateur” cyclist who is currently undertaking her PhD on wearable technology in sport.
Previously a former competitive rower, Yewande switched her focus to cycling - specifically track cycling in a velodrome - in 2016 and started racing in 2017.
Just 2 years later, in 2019, and while still a relatively unknown face on the global stage, SRAM (which is one of the biggest and most well-known brands in cycling) decided to feature Yewande as the star of one of its global marketing campaigns.
As you can imagine, in a sport where marketing imagery has traditionally involved skinny white men, SRAM’s campaign featuring Yewande both very quickly raised her profile in the sport and the discussion about the importance of the representation of people of colour in a sport and industry that desperately needs more diversity.
Get the full show notes for the episode here.
—
Visit the Sparta Chicks Radio website here
Follow Sparta Chicks Radio on Facebook: facebook.com/SpartaChicks
Follow Yewande on Instagram: @yewie_a