Continental Tires strengthens global athlete strategy with new appointment

Continental Tires has appointed Liz Walker as its Global Athlete & Content Manager.

In her new position, Walker focuses on athlete partnerships and global storytelling, overseeing a roster that includes athletes such as five-time World Champion Valentina Höll and a large portion of the pro peloton, including the UAE team.

Aside from representing the brand, these riders also help the R&D process of the company, as the tyres are tested and improved based on feedback from them.

The appointment of Liz Walker also reflects Continental Tires’ evolving approach, demonstrating athletes’ contributions to both product innovation and brand identity.

Walker brings a blend of grassroots experience, elite-level team management and academic expertise in sports leadership to the company. She has also served as Global Sports Marketing Lead and Team Manager for Liv Factory Racing and the Liv Racing Collective at Giant Bicycles.

Commenting on the apppointment, Kelsey Rollet, Head of Global MarCom Bicycle at Continental Tires said: “Liz brings a combination of deep industry knowledge, athlete-first thinking and proven leadership in high-performance cycling. Her experience from grassroots to World Cup level gives her a unique perspective on what athletes need and how brands can support them in more meaningful ways.”

Recently, Continental Bicycle Tires received platinum sustainability rating from EcoVadis, scoring 84 out of 100 points. The platinum sustainability rating recognised Continental as one of the top 1% of companies assessed by EcoVadis in terms of sustainability within the tire and supplier industry.

Not long before, the company switched its distribution for the first time in decades, appointing ZyroFisher as a distributor of its complete bicycle product range across Road, Gravel, MTB, and Urban cycling sectors in the UK and Ireland. The distribution arrangement will take effect from 1 June 2025