Approximately 1 out of 12 kids today does not know how to ride a bike. And more than 1 in 5 parents say there is no safe place for their kids to ride. Given the lack of safety and preference among kids -- and their parents -- for indoor activities these days, many don’t even recognize that knowing how to ride a bike can be a particularly important skill.

As a result, a great number of kids are missing out on one of the most important rites of passages of their youth – the singular moment that helps foster the belief in young kids that they can do “hard things” in life.

CycleKids is a great organization that was in search of a multi-year sponsorship with a company to support its mission of providing bikes to kids who can’t afford them and to help ensure they can rid them safely.

To inspire a company to donate, they had to clearly articulate why bike riding is so important to advancing the development of kids.