Following its North American launch at the Sea Otter Classis in April, Lapierre Bicycles, a premiere, French road and mountain bike manufacturer, announced that it has retained U.S.-based Verde, a leading integrated brand communications agency in the active outdoor lifestyle markets, for public-relations, digital and content strategy and support, effective immediately. The move boosts Lapierre North America’s dedicated sales and marketing team charged with driving a greater presence of the brand within the North American bicycle market.
Founded in Dijon, France, in 1946 and still headquartered in France, 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.
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.”
Lapierre North America dealer inquiries can be sent to sales@lapierrebicycles.com.
