Tracy Tuten
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<<Return to all| Page 1 of 1 results for "#Schwinn"
Apr 19, 2010
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My first bike was a Schwinn. So were my second and third bikes. I still have the third one - my first real adult bike. It's forest green with a white basket and a sumo wrestler bell. I grew up on Schwinn and remember spending hours riding through my neighborhood with a group of kids. My Schwinn went with me to college, and has stayed through all the transitions of my life.
With this new campaign, Schwinn has recaptured its inherent drama and an opportunity to reconnect with those who still love the brand.
With this new campaign, Schwinn has recaptured its inherent drama and an opportunity to reconnect with those who still love the brand.
Once upon a time, Schwinn pretty much owned the American bicycle market and, with models like Varsity, Continental, and of course, the Paramount, defined American-made bicycling dominance. But that was back when a carbon frame was something you made with a pencil, and brands like Trek, Specialized, Cannondale and Giant had not climbed onto retail bike racks.
Schwinn is hoping to get its brand mojo in high gear with a new campaign aimed squarely at a vast consumer base of recreational riders:
The $5 million-plus marketing push -- Schwinn's largest in at least a decade -- includes TV, print, Internet banners, a new Web site (RideSchwinn.com), social media, and a major retail rethink for Schwinn's big-box and independent bike shop retailers, based on the idea that a forest of bicycles on store racks does not a brand make.
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