PEARL iZUMi Saddles Up with Backbone Media
January 15, 2020
LOUISVILLE, Colo. (Jan. 15, 2020) — PEARL iZUMi, the world leader in cycling apparel and footwear, has selected Backbone Media as its PR agency of record.
“As we continue to expand our offerings across all categories including cycling lifestyle apparel, Backbone is perfectly positioned to introduce our brand to new audiences, while remaining authentic to our core community of passionate riders,” said Andrew Hammond, brand manager at PEARL iZUMi. “Backbone shares our love of riding bikes, and our belief that business can be a force for good.”
PEARL iZUMi’s new spring 2020 product line is set to launch later this month. The line features new, innovative high tech apparel and footwear to meet the demands of the world’s most dedicated riders, as well as comfortable, versatile and functional apparel designed to perform both on and off the bike from PEARL iZUMi’s growing BikeStyle collection.
Honoring the brand’s Social Purpose statement and pledge to “Ride More, Do More,” more than 30% of the 2020 product line is made of recycled, renewable or organic materials. Building on this commitment, PEARL iZUMi has pledged that by 2022, a full 90% of its product line will be made from sustainable materials.
“PEARL iZUMi is one of the most iconic active lifestyle brands in the world,” said Ian Anderson, partner and PR director at Backbone Media. “As an agency, we always talk about the importance of ‘riding for our brands,’ and as lifelong cyclists, we’re thrilled to ride for PEARL iZUMi.”
About PEARL iZUMi
PEARL iZUMi was founded on two things: the love of cycling and more importantly, love for future generations. The brand originated more than 60 years ago in Japan, when the founder created a special jersey out of technical fabric for his son, an aspiring bike racer. Since then, the company has been progressing the design and manufacture of performance apparel and footwear for cyclists of all levels. PEARL iZUMi believes that how we live today shapes how future generations ride, and is committed to using its business practices, products and community advocacy to create a positive impact through cycling. PEARL iZUMi’s world headquarters are located in the Colorado Front Range, where it embraces strong influence, both culturally and structurally, from its Japanese heritage.
About Backbone Media
Backbone Media targets, engages and inspires the active lifestyle market through public relations, social media, media planning and buying. For more than 20 years, Backbone has worked with leading outdoor gear, apparel, technology, and food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colo. For more about Backbone Media, visit backbonemedia.net.