Bell has hired former pro BMX rider Allan Cooke as sports marketing and event manager. Cooke¡¯s duties include the identification, management and activation of Bell¡¯s roster of bicycle athletes, the management of Bell¡¯s event presence, and providing market intelligence and product input.

¡°We¡¯re placing a larger emphasis on the BMX and gravity segments and Allan takes us directly to the core of those markets,¡± said Bell Director of Marketing Don Palermini. ¡°He¡¯s gets what Bell is about and will be a huge asset in helping us spread the word to a new generation.¡±

During his competitive career Cooke was a consistent top-10 finisher in Dew Tour, Gravity Games, and X Games competition. He won the 2002 X Games gold medal in BMX Dirt, and once held a world record for the biggest backflip. His athleticism is not entirely surprising¡ªCooke¡¯s grandfather played football for the San Francisco 49ers during the 1950¡äs, and his dad raced motocross for Kawasaki in the ¡¯70¡äs.

¡°Allan rode Bell his entire career and has always been a great friend and resource,¡± said Palermini, noting that Bell did no less than four signature helmets for Cooke over the years. ¡°Whether giving us input on product, helping us identify up-and-coming new talent or advocating helmet use in BMX, Allen¡¯s always gone above-and-beyond.¡±

Cooke also created the Local Exposure Tour¡ªa nationwide tour of skate parks and ride spots featuring up-and-coming riders on their home turf. After raising sponsorship for the Tour, Allan sold the concept to the Fuel TV Network and became producer/director and host of the show.

Cooke comes to Bell from Haro Bicycles where he was BMX brand manager, working on a full-spectrum of marketing and product initiatives to support their race, freestyle and juvenile business. He also worked on their freestyle mountain bike and Premium BMX businesses.