Boulder, Colo. (June 10, 2013) – Lapierre Bicycles, a premiere, French road and mountain bike manufacturer, retained Verde, a leading integrated brand communications agency in the active outdoor lifestyle markets, for public-relations, digital and content strategy and support, effective immediately.
Founded in Dijon, France, in 1946 and still headquartered in France, Lapierre is a performance-driven cycling brand. Lapierre North America was launched in April at the Sea Otter Classic, with a dedicated sales and marketing team to drive a greater presence of the brand within the North American bicycle market. Four generations of the Lapierre family have contributed to shaping the company into a global leader in designer and manufacturing of premium road and mountain bicycles. Lapierre joined the Accell Group (AG) brand portfolio in 1996 and has since grown into one of AG’s primary brands in Europe under the leadership of Gilles Lapierre.
For over a decade, Lapierre has supported the French professional cycling team, Francaise de Jeux (FDJ), as well as international mountain biking icon Nico Vouilloz and his teammates on the Gravity Republic mountain bike team, which has a global focus on enduro competitions. Design input and feedback from its athlete team supports a company philosophy of integrating the Lapierre’s elite professional cyclists to continually improve the Lapierre product.
Verde will support Lapierre across all communications channels from traditional PR, including media relations, to social and digital support, events and Content Solutions.
“Since the inception of Lapierre North America, Verde has been in lock-step with our team, which is indicative of how the agency embraces partnership,” said Kirk Bausch, director of sales and marketing at Lapierre NA. “Verde is a great support to Lapierre NA with guidance and expertise on strategy, positioning, retail support and consumer engagement. This partnership is a key element in generating awareness, while maintaining our brand integrity, as we focus our growth in the North American market.”
“Lapierre is an iconic brand in the cycling world with incredible brand heritage – and the Lapierre product is absolutely beautiful,” said Kristin Carpenter-Ogden, CEO and founder of Verde. “We are honored to be the agency that has the opportunity to share the story of Lapierre’s rich history and design excellence.”
Verde celebrates its 11-year anniversary in 2013 and was founded in the active lifestyle, bicycling, outdoors, snowsports, fitness, travel and sustainable-products markets. With offices in Jackson, Wyo., and Durango and Boulder, Colo., Verde’s team lives the bicycling and mountain sport lifestyle with passion and authenticity.
To learn more about Verde PR, visit www.verdepr.com.
About Lapierre Bicycles:
For more than 60 years, Lapierre has combined technological innovation, aesthetics, attention to detail and its experience in the most important competitions to offer the most beautiful and efficient bikes to aficionados. Whatever your ride, road or MTB competition, leisure, sport or fitness, you will find the bike of your dreams in the Lapierre collection. All of our bikes are created in France. Lapierre is the leader of the high-end mountain bike segment in the French market, and has now set its sights on the rest of the world.
About Verde PR & Consulting
With offices in Jackson, Wyo., Durango and Boulder, Colo., Verde PR & Consulting is a full-service brand communications, public relations, social/digital marketing, branding, content and consulting agency, with an emphasis in sustainability. Verde’s clients are rooted in the active outdoor lifestyle industries of outdoor, bike, and snowsports, and also in the consumer electronics, pet, travel, and the Lifestyles of Health and Sustainability (LOHAS) markets. For more about Verde PR, visit: www.verdepr.com.