Lapierre Bicycles, a premiere, French road and mountain bike manufacturer, retained Verde PR & Consulting 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 AGs 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 Lapierres 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 Lapierres 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., Verdes team lives the bicycling and mountain sport lifestyle with passion and authenticity.
