“These are real people telling their own stories. Everybody is unique, with his and her own dreams, and we hope to engage with riders at that level,” explains Eric Sakalowsky, Garneau’s Global Marketing Director. “We are about the people riding our products and we hope their stories and dreams will encourage others to ride more and with more passion.”
The print and online campaign will be featured across numerous platforms. As part of the campaign, Garneau will also ramp-up social media efforts on Facebook, Twitter, Instagram, YouTube, and Pinterest.
Garneau will further enhance the “Live Your Dream” message with:
- A redesigned website launching this Spring to improve the consumer experience through greater content and usability
- A revised sponsorship strategy that includes a NASCAR® Driver and other unique personalities
- An Ambassador Program with over thirty individuals throughout North America, each with compelling stories that will further convey the messaging via social media.
In 1983, Garneau ignited the cycling industry as one of the first companies in North America to produce cycling clothing. In 1990, it was the first North American company to produce sublimated custom apparel. It reinvented the company in the late 1990s as one of the first companies to produce helmets, shoes, and apparel in a one-stop-shop concept. This new step is an evolution in the company’s commitment to take care of the rider, at all levels, with athlete-centric, innovative products regardless of one’s sporting level.
