When Schwinn decided to find a new source and in 1987 signed a contract with the China Bicycle Company to produce bikes in Shenzhen, Giant, under new president Bill Austin (formerly vice-president marketing at Schwinn), established its own brand of bicycles to compete in the rapidly expanding $200-and-above price range.

Bicycle manufacturing skyrocketed in Taiwan, fueled by global demand sparked by fear of contracting the coronavirus on crowded buses and trains in Europe or America, or by the need for outdoor activities after weeks of confinement.

With this increase in demand, Giant is planning to build a new large plant in the European Union.

[8] In 1996, Giant established their Mosh BMX division with the help of Redline Bicycles founder Linn Kastan and racer Jason Richardson.

The first two models, the iNeed Street and iWant Park, had an ARP of US$425 and were aimed at a younger, more urban demographic than Giant's more expensive performance road and mountain bikes.

[18] In 1995, Giant designed the first road bicycle with a sloping top tube featuring a smaller rear triangle.

This was only after initial resistance by the Union Cycliste Internationale and subsequent amendment to its regulations to allow for bicycles with a sloping top tube.

Giant road frames were originally made of 6061 (ALUXX) aluminium alloy and were also characterized by bladed forks and seat posts to reduce air resistance.

Frames came in three sizes (small, medium, and large), with riders fitted through the use of stems and seat posts of different lengths.

Using this design, the seat post on the new frame must be cut precisely to fit the owner by a trained Giant dealer.

As of 2020, Giant categorizes its bicycles by user: Within each Level are several Uses, such as Race, Endurance, City, Cruiser, etc.

Giant also sponsors many individual teams and athletes who range from ex-pros to current world champions.

[22] Kristian Blummenfelt is arguably Giant's most popular sponsored athlete, as he is currently one of the best triathletes in the world.

He recently won an Olympic gold medal in Tokyo this summer as well as holds the records in the 70.3 and the 140.6 distances.