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Ritchey Hires PR Firm Soar

Published November 29, 2007

SAN CARLOS, CA (BRAIN)—Ritchey Design has hired SOAR
Communications to manage its public relations efforts in the United States for its Ritchey and Syncros brands.

Under terms of the agreement, SOAR Communications, a full-service marketing communications agency, will provide Ritchey with public relations and marketing communications services and products to promote its business efforts under a 12-month contract that came into effect on Nov. 1, 2007.

Following several years of continued sales growth through its original equipment manufacturers, distributors and independent bicycle retail partners, as well as enjoying strong brand recognition with cycling enthusiasts, Ritchey Design's management felt they were not reaching its full market potential.

Hence, Ritchey Design hired SOAR Communications, a Utah-based full-service strategic marketing communications agency focused on the sports, outdoor, athletics,
recreation and sporting goods industries, to help with its U.S. public relations efforts and Web 2.0 online marketing

"We have strong brand momentum now, thanks to our wholesale and retail partners," said Steve Parke, Ritchey Design USA's general manager and vice president of marketing. "We want to continue that momentum, so for the first time in many years we are hiring an outside agency to give us a fresh perspective. SOAR's credentials within the bicycle industry are solid, and I am impressed with their knowledge and experience communicating to a wider audience."

SOAR Communications currently represents multiple companies and corporations within the cycling industry, including the Interbike OutDoor Demo and International Bicycle Expo, Delta 7 Sports, Blackbottoms Cycle Wear, Slipstreamz and non-profit organizations Bikes for Kids Utah and Trips for

Chip Smith is the president of SOAR Communications and previously spent 10 years with bicycle industry leaders Shimano and Specialized in various marketing communication and sales positions before joining SOAR in 2005.

"Ritchey Design has a great history and offers very smart, well-designed products," Smith said. "We are looking forward to working very closely with everyone at Ritchey to continue that successful history using a smart, well-thought out public relations strategy."

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