Riding with nature: KMC-Chain extends partnership with Justdiggit

We believe that every journey can contribute to a greener future. That is why we are proud to continue our partnership with KMC Chain Europe NV, a company known for quality, performance and a strong commitment to both cycling and the planet.

Nature as the heart of the organisation

As a global leader in bicycle chains, KMC is at the heart of the cycling community. Their athletes ride through forests, mountains, and remote landscapes, where nature is more than a backdrop. For them, it is part of the experience, part of the sport, and part of what makes cycling unique. This close relationship with the natural world fuels KMC’s dedication to sustainability and their determination to give back to the environments that inspire their work.

Continuing our journey together

Since 2023, KMC has been an important partner in our regreening journey. After a successful first year of collaboration, the company has committed to extend the partnership through 2026. Together, we are restoring degraded drylands in Sub-Saharan Africa by bringing back vegetation, water, and biodiversity. These efforts not only cool the planet but also support communities by improving soil health, food security and economic opportunities.

The partnership between Justdiggit and KMC shows how sport and environmental action can strengthen one another. Cycling is about endurance, vision, and teamwork, and those same values are needed to tackle the challenges of climate change and land degradation. By joining forces, we can demonstrate that the choices companies make can directly influence the future of people and nature.

We often say that nature has the answers. With the right tools, knowledge and commitment, degraded landscapes can bounce back to life. KMC’s long-term support ensures that more projects can take root and more communities can benefit from restored land. Whether you ride for speed, for adventure or simply for the view, the path you choose makes the difference. Together with KMC, we are choosing the path that leads to a cooler, greener planet.