DOREL INDUSTRIES INC. News
American Icon, Schwinn(R) Bicycles, Partners with STICK and MOVE on Rebranding Campaign
PHILADELPHIA, May 8 PRNewswire — Following a competitive review of agencies, Schwinn(R) Bicycles, has selected Philadelphia agency, STICK and MOVE, to partner in developing a rebranding campaign focused on building excitement with recreational cyclists. Schwinn is an American icon that has been synonymous with cycling quality and innovation for generations. STICK and MOVE is charged with developing a new brand strategy and print campaign for Schwinn.
"STICK and MOVE focuses on having conversations with consumers in a way that is smart, powerful and will resonate with them," said Jenni Schwai, Schwinn's Director of IBD Marketing. "We were really looking for a true partner to help us with our branding efforts. We have great chemistry with the agency and feel they're a perfect fit for Schwinn."
The campaign is slated to launch by the end of the summer and will focus on reinvigorating some of the nostalgia and passion consumers and independent retailers associate with Schwinn bikes. The campaign will also reflect the dedication Schwinn has for its products and customers.
"Schwinn wanted a true partner to help reinvigorate the soul of the brand," said Steve O'Connell, President, Executive Creative Director of STICK and MOVE. "We have a lot of cyclists at our agency, including me, so we're thrilled to help them connect with their core audience ... people just like us."
Schwinn is owned by Dorel Industries (TSX: DII.B, DII.A).
About Schwinn
Founded in 1895, Schwinn is an American icon and has built some of the best-known and best-loved bicycles of all time. Schwinn has been an indispensable player in revolutionizing bicycling around the world. With a continued dedication to quality, forever synonymous with the Schwinn name, America's most famous bicycle brand looks forward to providing another century of innovation, freedom and performance to people of all ages. Information about Schwinn bicycles is available at www.SchwinnBike.com.
Profile
Dorel Industries Inc. (TSX: DII.B, DII.A) is a world class juvenile products and bicycle company. Established in 1962, Dorel creates style and excitement in equal measure to safety, quality and value. The Company's lifestyle leadership position is pronounced in both its Juvenile and bicycle categories with an array of trend-setting products. In the Juvenile segment, Dorel's powerfully branded products such as Quinny, Maxi-Cosi, Safety 1st and Bebe Confort have shown the way to safety, originality and fashion. Similarly, its highly popular brands such as Cannondale, Schwinn, GT, Mongoose and Sugoi have made Dorel a principal player with both independent bicycle dealers and mass merchants. Dorel's Home Furnishings segment markets a wide assortment of furniture products, both domestically produced and imported. The Company exerts relentless innovation and marketing flair across all of its divisions. Dorel is a $2 billion company with forty-six hundred employees, facilities in seventeen countries, and sales worldwide.
US operations include Dorel Juvenile Group USA; the Cannondale Sports Group; Pacific Cycle; Ameriwood Industries which produces ready-to-assemble furniture; Altra Furniture; and Cosco Home & Office. In Canada, Dorel operates Dorel Distribution Canada, Dorel Home Products and Sugoi. Abroad, operations include Dorel Europe and IGC in Australia, a manufacturer and distributor of juvenile products. Dorel Asia sources and imports home furnishings products. Dorel China has eight offices which oversee the sourcing, engineering and logistics of the Company's Asian supplier chain.
About STICK and MOVE
STICK and MOVE, founded in 2005 and headquartered in Philadelphia, is a branding agency focused on having conversations with consumers in relevant ways. STICK and MOVE calls this philosophy "Conversationality" and it's woven into every consumer touch point from advertising to on-hold music. STICK and MOVE represents clients such as Leatherman Tools, Simple Shoes, Purple Beverages, TradeKing, vitaminwater, and Yakima, among others. For more information about STICK and MOVE, visit www.stickandmove.com.
SOURCE STICK and MOVE
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