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Bikes Belong To Launch 'Bike For Life' Campaign
Sat Jan 24, 2004
Source: Bicycle Retailer

BROOKLINE, MA - Bikes Belong's latest plan to get more American on bikes includes a multi-year, multi-million dollar promotional campaign called "Bike for Life," which will be run with the assistance of marketing agency Pacesetter. Besides guiding the national marketing effort, Pacesetter will help Bikes Belong raise money.

Bike for Life will feature celebrity spokespeople like Olympic gold medalist Mark Gorski, school programs on nutrition and exercise, a national tour to major cities to connect consumers with bike advocates, enthusiasts, dealers and manufacturers, and a media campaign.

This summer, a program called the "Billion Mile Ride to Wellness" will be launched, encouraging parents, children and cycling enthusiasts of all ages to register online or at retail stores and log miles to combat obesity and promote wellness for a charitable cause. The Ride to Wellness will culminate with a major event in August.

"As an industry, we felt there was no better time to launch our first ever national promotions campaign to encourage Americans to get active and fit by riding a bike and enjoying all the benefits that come with it," said Bill Fry, Bell Sports' chief executive officer and president of Bikes Belong. "We are eager to partner on this campaign with several major companies from outside the bike industry who have the same concern as we do with regard to the health and wellness of Americans."

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