Justin Williams is one of the most dynamic and influential figures in modern cycling. A 12-time national champion (11 US and 1 Belize), elite criterium racer, and visionary entrepreneur redefining what the sport and the athletes that participate in the sport look like in America and world wide.

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Born and raised in South Central Los Angeles, Williams discovered cycling as a teenager and quickly rose through the ranks, earning national titles across track, road, and criterium disciplines. Over the course of his career, he has amassed more than a dozen national championships and built a reputation as one of the fastest and most electrifying sprinters in the country.

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But Williams’ impact extends far beyond the podium.

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In 2019, alongside his brother Cory, he co-founded L39ION of Los Angeles, a pioneering cycling team that has become a cultural force in the sport. More than a team, L39ION is a movement, focused on increasing diversity, accessibility, and visibility in cycling while cultivating the next generation of riders from underrepresented communities.

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At the same time, Williams has emerged as a style-forward entrepreneur, using fashion as an extension of his identity both on and off the bike. Through his clothing brand IIININE, he is redefining what cycling culture looks and feels like blending performance, streetwear, and storytelling to create a brand that resonates far beyond the sport. Known for his distinct personal style and attention to detail, Williams brings a fashion-first mindset to everything he touches, positioning himself at the intersection of sport, culture, and design.

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A former U.S. National Team rider who raced internationally before returning to reshape the domestic scene, Williams is widely recognized as both a competitor and a change agent. His mission is clear: to make cycling faster, louder, and more inclusive, bringing the energy of criterium racing to a broader, more diverse audience.

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Today, as both a rider and team owner, Williams sits at the intersection of sport, culture, and innovation, proving that success isn’t just measured in wins, but in the legacy you build and the doors you open for others.