Specialized Launches S-Works Tarmac SL9 at Specialized Shinjuku

Specialized hosted the launch event for its new road racing bike, the S-Works Tarmac SL9, at Specialized Shinjuku on Wednesday, July 1, 2026. The new model, developed with the ultimate racing metric—'Time To Finish'—in mind, drew over 300 attendees, including riders, industry professionals, and brand ambassadors, all gathered to witness the birth of the next-generation Tarmac.

S-WORKS TARMAC SL9 - SRAM RED AXS / Gloss Ruby Metallic / White Silver Metallic

Witnessing the Birth Moment

The venue quickly filled with excitement from the moment the doors opened, as guests eagerly awaited the big reveal. When the S-Works Tarmac SL9 was finally unveiled, it was met with thunderous applause.

Kadowaki, Representative Director of Specialized Japan, presented on the development keyword 'Time To Finish,' while marketing executive Rieko Oda discussed the 'Speed Equation' that underpins the bike’s performance philosophy.

Unveiling Moment by Kadowaki Presentation by Rieko Oda, Marketing Department

Kazuki Kurimura Talk Show

Following the unveiling, renowned cycling commentator Kazuki Kurimura took the stage for a talk session. He discussed the real-world race performance of the S-Works Tarmac SL9 and shared insights on the upcoming 2026 Tour de France, which kicks off on July 4. Attendees listened intently, surrounded by the displayed bikes, blending enthusiasm with deep interest.

Kazuki Kurimura, Cycling Commentator

A Cyclist's Celebration

After the talk session, the event transitioned into a lively party. Set to the smooth soundtrack curated by DJ marco, guests engaged in animated conversations about the S-Works Tarmac SL9. Specialized Ambassador JP Oliveira (SUPER GT / KONDO Racing Team) joined the festivities, connecting with fellow cycling enthusiasts. A surprise video message arrived from Lorena Wiebes (SD Works-Protime), 'The Sprint Queen' supported by Specialized, who shared with Japanese fans: 'My first impression of the S-Works Tarmac SL9 is that it’s fast and incredibly stiff—key qualities for a sprinter like me. I’m so excited to race on this bike in my next competition.' Her message added a special touch to the evening.

JP Oliveira

Lorena Wiebes

Held on the eve of the 2026 Tour de France, this event highlighted the S-Works Tarmac SL9’s role at the pinnacle of professional racing. Specialized reaffirmed its commitment to supporting riders in their pursuit of excellence.

About Specialized

Headquartered in California, USA, Specialized is a premium performance bicycle brand. Guided by the mission 'Pedal the Planet Forward,' the company aims to improve human health, quality of life, and environmental and social well-being through cycling.

'Body Geometry,' Specialized’s proprietary approach based on medical research, ergonomics, and scientific validation, places the rider’s body at the center of every product—from saddles and shoes to gloves—enhancing comfort and safety through science.

To meet the demand for speed, Specialized built Win Tunnel in 2013—the first in-house, bicycle-specific wind tunnel in the industry—advancing aerodynamic research. The brand equips top-tier WorldTour teams, including those competing in the Tour de France, with cutting-edge bikes and equipment.

The S-Works line represents the highest tier of performance, used by professional athletes and embraced by serious amateur riders. The brand’s relentless pursuit of innovation is embodied in its motto: 'Innovate or Die.'

Beyond elite athletes, Specialized offers a broad global lineup for everyday riders, including mountain, road, hybrid, kids’, and e-bikes—all engineered with the same race-proven technologies.