Diamondback named Verde PR & Consulting as its agency of record for North American public-relations and social media support. The new partnership will focus on providing strategic communications support tailored to the performance-driven DNA of Diamondback, as well as on continuing to grow consumer awareness of the brand and its products in both endemic and broad markets.
Diamondback is a brand that today offers performance through all categories and performance tiers of cycling, building on its evolution from a brand with deep roots in the BMX and mountain bike scenes. Verde will work to create broader reach, visibility and engagement around the authenticity of the Diamondback brand, bridging its legendary past to the leading bike company it is today. Efforts will also focus on Diamondback’s rollout in 2013 of a new road bike collection and brand platform, including its new Podium 7 bikes.
“Diamondback is looking to continue to drive and evolve its leading market position. After seven consecutive years of double-digit growth, and firmly establishing Diamondback as a leading specialty brand, we’re looking to drive our performance segments to the next level,” said Phil Howe, Vice President of Sales for Diamondback. “Diamondback is completely committed to establishing a leading performance position in pavement, maintaining and evolve our well-established mountain lines, and enhancing our baseline of great performance and value in every bicycle.”
Employing both traditional, digital and content-driven brand communication strategies, Verde PR will work closely with Marketing Manager Jon Kennedy and Diamondback’s in-house marketing team to communicate about distinct product lines, business initiatives and brand programming.
“As we continue to grow and evolve, Diamondback has defined itself as a brand that
empowers riders to perform at every level.” said Jon Kennedy, Diamondback’s marketing
manager. “Whether they are partaking in the local Gran Fondo, commuting, riding the mountain all day, or racing at the very top of their game, we’re a brand that has invested heavily in the rider who wants performance in whatever their situation. That’s what makes us unique.”
In its three-plus decades, Diamondback Bicycles has established an authentic reputation for innovation, translating to broad consumer brand recognition. Today, it is one of the most versatile, innovative, and successful companies in the cycling industry, with a broad representation of products in road, mountain, performance hybrid and BMX.
“Like many avid cyclists, Diamondback is a very familiar brand to me because of its roots in the 1970s and 80s BMX scene, and the successful mountain bike program it built out of that reputation,” said Kristin Carpenter-Ogden, President of Verde PR. “It’s exciting to work not only with such a widely known brand, but one that’s demonstrated such a strong commitment to the full range of cycling in more recent years with its new road and performance hybrid lines.”
Verde PR was founded in the active lifestyle, outdoors, travel, and sustainable-products markets and celebrates its 10-year anniversary this year. Verde PR offices are located in the mountain sport hotbeds of Jackson, Wyo., Durango and Boulder, Colo.