Ocoee is Changing its Name in Response to Black Lives Lost

Kevin Curry

Jun 26, 2020 — 1 min read

American Bicycle Group (ABG) announced that it will change the name of its gravel and mountain bike, currently branded Ocoee. The name will be changed out of respect for the African American lives lost in the 1920 Ocoee (FL) Election Day lynching and burning of the community.

The initial naming was based on an area close to the company in the mountains of eastern Tennessee.

However, on June 24, when ABG CEO/President Peter Hurley was made aware that the name “Ocoee” is also associated with the 1920 lynching of an African American on election day in Ocoee, FL and the burning of that African American community, he felt the immediate need to erase any unknowing or accidental connotation by the brand of racial inequality. The 1920 Ocoee Election Day Riots are relatively unknown and were highlighted as an example of African American history that needs to be elevated through education. On June 23, Florida governor Ron DeSantis signed the new law requiring that Florida education include events like the election day riots and other lynchings and acts of racial violence that are currently not part of regular African American curriculum.

“All of our brands are about providing equal access to everyone, in sports and in life,” said Hurley. “In originally naming the bike “Ocoee,” our focus was on enjoying and exploring the outdoors and adventure. We had no understanding or knowledge of any other potential meaning or historical reference to the word. Now that we are aware of what Ocoee can also mean, it will be changed. Our entire team supports racial equality and stands ready to create a new name that reflects our beliefs.”

ABG is in the process of exploring a new name for the bike, including researching the historical background of potential names and doing a legal check of previous name registrations. ABG customers who currently own an Ocoee bike will be notified at a later date of the plan to switch out decals at no-cost. Bikes that are currently in production will be decaled with the new name.

PEdALED Odyssey Collection

PEdALED has just rolled out their latest Odyssey Collection, boasting warm hues that echo the challenging ascents and boundless vistas encountered by PEdALED athletes Quinda Verheul and Adam Kolarski as they raced through Morocco's Atlas Mountain Race. The new line captures the essence of their high-speed adventure across

When Politicians Invoke the Founding Fathers, Remember This

Another fantastic read for the weekend. Jamelle Bouie takes on an issue that has driven me more and more crazy over the past few years. Right-wing Republicans are convinced that they, and they alone, have direct insight into the minds of the Founders who – surprise! – were unanimously in favor of

Why I Hope to Die at 75

Why I Hope to Die at 75 by Ezekiel J. Emanuel. Recently, there’s been a buzz around extending human lifespans, but Dr. Emmanuel, an oncologist and bioethicist, has a different take that's turning heads: he hopes to die at 75. He makes a provocative case against the

House votes to reauthorize FISA

After three failed attempts and what could only be described as a circus-like debate, the House finally managed to vote on Friday, approving a contentious program that gives US spooks carte blanche to eavesdrop without a warrant. The bill passed with a tally of 273–147, despite being about as

Read more

PEdALED Odyssey Collection

When Politicians Invoke the Founding Fathers, Remember This

Why I Hope to Die at 75

House votes to reauthorize FISA