Schwinn and Mongoose Roll with Backbone Media

August 27, 2021

MADISON, Wis. – Iconic cycling brands Schwinn and Mongoose, two brands of Dorel Industries, Inc. (TSX: DII.B, DII.A), have hired active lifestyle agency Backbone Media as its public relations agency of record. Backbone will work to amplify each brand’s storytelling and drive awareness for Schwinn and Mongoose’s extensive line of bikes for riders of all abilities.

“As the pandemic has driven rapid demand and growth in the cycling industry, Schwinn wants to reinforce its 125-year heritage of building quality bikes that appeal to riders of all ages and backgrounds,” said Lisa VanderMause, vice president of marketing and consumer experience. “Likewise, BMX is enjoying a renaissance in part due to events like the Olympics and the X Games, and Mongoose has heritage and expertise in the sport that goes back to 1974. Through our partnership with Backbone Media, we hope to help spread the word that the cycling community is a place where everyone should feel welcome, and our brands have bikes that perfectly match anyone’s style and ability level.”

Founded in 1895, Schwinn has a rich history that has always been rooted in giving everyone the freedom to get out and enjoy the ride. With a wide product lineup at a variety of price points, Schwinn believes cycling is for all.

Mongoose started in a garage in 1974 with the Motomag wheel – an innovation that brought BMX to a global audience. Mongoose remains dedicated to designing adrenaline-pumping BMX, mountain bikes, and scooters for riders of all ages and abilities.

“As two of the most storied brands in U.S. cycling, we’re thrilled to be working with Schwinn and Mongoose,” said Ian Anderson, Backbone vice president of public relations. “Both brands have an exciting lineup of new bikes in the pipeline, but more importantly, both are committed to ensuring the cycling world is an approachable and accessible space for all.”

For more information or media inquiries regarding Schwinn or Mongoose, please contact Annekë Efinger at anneke.efinger@backbone.media.

About Schwinn & Mongoose

Schwinn and Mongoose are brands of Pacific Cycle, a division of Dorel Industries’ (TSX: DII.B, DII.A) Dorel Sports segment, encompassing several powerhouse brands, including Roadmaster, Pacific, and Kid Trax. Dorel Industries Inc. has annual sales of US$2.8 billion and employs approximately 8,200 people in facilities located in twenty-five countries worldwide.

Founded in 1895, Schwinn is an American icon, building some of the best-known and best-loved bicycles of all time.  With a continued dedication to quality, Schwinn looks forward to providing innovation and performance to people of all ages.  Information about Schwinn bicycles is available at www.schwinnbikes.com.

For more than 40 years, Mongoose has been a world-class brand in BMX and action sports. After bursting onto the BMX scene in 1974 with the revolutionary MotoMag wheel, Mongoose remains a household name with an international fanbase thanks to our passion for designing stylish, durable bikes and scooters for riders of all ages and ability levels.  For more information, visit www.mongoose.com.

About Dorel

Dorel Industries Inc. (TSX: DII.B, DII.A) is a global organization, operating three distinct businesses in juvenile products, bicycles, and home products. Dorel’s strength lies in the diversity, innovation, and quality of its products as well as the superiority of its brands. Dorel Juvenile’s powerfully branded products include global brands Maxi-Cosi, Quinny, and Tiny Love, complemented by regional brands such as Safety 1st, Bébé Confort, Cosco, and Infanti. Dorel Sports brands include Cannondale, Schwinn, GT, Mongoose, Caloi, and IronHorse. Dorel Home, with its comprehensive e-commerce platform, markets a wide assortment of domestically produced and imported furniture. Dorel has annual sales of US$2.8 billion and employs approximately 8,200 people in facilities located in twenty-five countries worldwide.

About Backbone Media
Backbone Media targets, engages and inspires the active lifestyle market through public relations, media planning and buying, and social media. For more than 20 years, Backbone has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado, and has consistently been named one of Outside magazine’s “Best Places to Work.” For more about Backbone Media, visit backbonemedia.net


Annekë Efinger

Backbone Media