During 2012, cycling advocacy has become increasingly prominent in the UK, particularly in London and Edinburgh. This article draws on social movement theory to explore the creation of ‘pop-up campaign’ Londoners on Bikes, formed to pressure the 2012 London mayoral candidates over cycling issues. Interviews and field notes are used to explore the complexities of framing cycling politically and generating a positive cycling identity in the context of stigma. In negotiating these issues, core activists drew upon their experience within other movements, including feminist and environmental campaigns. The paper concludes that the campaign made both distributional (issue-based) and recognition (identity-based) claims, seeking to influence cycling cultures and identities as well as cycling infrastructures.