Primal Wear, founded in 1992 to make technical cycling clothing, has hired SOAR Communications, a strategic marketing communications agency, as its public relations agency of record.
SOAR Communications will develop and execute public relations campaigns to help Primal Wear further establish its brand as one that authentically represents the cycling experience and avidly supports the cycling industry.
“Our business model is not just about selling a pair of shorts or a jersey. It's about forming partnerships that allow us to unify with the bike industry and make a difference in the world through cycling,” said Dave Edwards, founder and chief executive officer of Primal Wear. “SOAR Communications is a perfect fit for us because it understands how all aspects of the sports and cycling industries interconnect and how our business can be a positive agent for growth and change.”
Formed in 2004, SOAR Communications serves the Sports, Outdoor, Athletics and Recreation industries, thus the moniker SOAR.
“We have watched Primal Wear's prominence and brand strength grow and are excited to be a part of it,” said Chip Smith, chief executive officer of SOAR Communications.
Primal Wear joins the ranks of SOAR Communications clients that currently include Adventure Eye Video Systems, Ritchey Logic, the Tour of Utah, and Nielsen Expositions trade shows Outdoor Retailer, Interbike and Health+Fitness Business. SOAR Communications also represents the non-profit organizations Bikes for Kids Utah and Trips for Kids.
