thumb|Fuji bicycles, used by the cycling team, at the [[2016 Tour of Britain.]]
Fuji Bikes is a brand of bicycles and cycling equipment currently owned by Advanced Sports International. The company is a descendant of , a bicycle manufacturer originally established in Japan in 1899. The company took its name and logo from Mount Fuji, a Japanese symbol of strength and endurance.
History
1899 to 1998
thumb|Founder, Okazaki Kyujiro（1874-1942）
The company was founded in 1899 in Japan by Okazaki Kyūjirō. In 1900 it was established under the trade name Nichibei Shōkai (literally 'Japanese-American Trading Company'). At first, it was importing and distributing US products, but later it began bicycle production in Japan.
By the late 1920s, Fuji was Japan’s most popular bicycle. In the 1930s, Fuji established the first national stage race between Osaka and Tokyo and sponsored the winning team. Today, this race remains a premier race in Asia. The first Asian games were held in New Delhi in 1951. Shoichiro Sugihara, riding a Fuji, won the first race.
During World War II the company name was changed to Dainippon Cycle, which after the war was changed back to Nichibei Fuji Cycle Company.
In the 1950s, Toshoku America acquired distribution rights to Fuji-made bicycles in the United States. Toshoku America sold private-label Fuji-made bicycles as house brands through U.S. retailers such as Sears & Roebuck and Montgomery Ward.
During this period, Fuji became a partner with several contractors supplying parts for Japanese bicycles, including Sugino Cycle Industries and SunTour. Sales expanded into other Asian markets. At the 1964 Tokyo Olympics, Fuji's chief engineer and designer, Dr Shoichiro Sugihara, designed the Japanese national team bicycles and was team coach. He repeated this role at the 1968 Olympics in Mexico and the 1972 Olympics in Munich, Germany.
By 1971, Fuji America was established to distribute models across the United States. Fuji played a part in the cycling boom of the 1970s. It introduced the first successful mass-production 12-speed bicycle in the mid-1970s, using a redesigned rear axle to minimize spoke dish to maintain wheel strength. Fuji bicycles produced in Taiwan were not as well regarded by U.S. buyers as the Japanese-built bicycles. Originally HEAD was set to buy ASE's assets, but the deal was abandoned weeks later. On February 1, 2019 it was reported that three entities won the auction for ASE and would divide its assets among themselves. One of these, BikeCo, a partnership of Tiger Capital Group and Advanced Holdings, received ASI and its bicycle brands including Fuji.