Advanced Sports International is an American bicycle company whose flagship brand is Fuji Bikes. It also owns smaller brands including triathlon-focused Kestrel USA, component maker Oval Concepts, and BMX maker SE Bikes. It is headquartered in Philadelphia and led by Patrick Cunnane. It has generally followed a strategy of buying struggling brands and returning them to profitability. It bought Fuji Bikes in 1998 after Fujis sales had declined due to missing the mountain biking boom. It soon repositioned the brand from a mass-market brand sold mainly in sporting goods stores to a higher-end brand sold by more independent bicycle dealers. It bought Breezer Bikes in 2008, Oval Concepts in 2009, and Phat Cycles in 2015. In August 2016, it purchased the bicycle retailer Performance Bicycle.