COPPER MOUNTAIN, CO (BRAIN)—Along with introducing new products and initiatives, Specialized is increasing its commitment to bicycle advocacy and causes for 2009.
At its annual dealer event at Copper Mountain, Colorado, this week, Specialized launched a foundation designed to support national and local bike organizations. The Specialized foundation will allocate $1 million toward grants intended to offer more places to ride, improve the environment, enhance wellness and health, and get more kids on bikes.
According to Ben Capron, Specialized global marketing manager, there are few things that Specialized could do that would be of more significance to its dealers’ businesses.
“This is a huge commitment we’re making because it’s the right thing to do and something you’ve encouraged us to do,” Capron said.
Under the umbrella of its foundation, Specialized is also radically expanding its support of Susan G. Komen for the Cure, the world’s largest grassroots network of breast cancer survivors and activists.
Specialized introduced a limited edition Propero helmet for 2008 to raise money for the Komen Foundation. This season the company will expand its pink-ribbon collection to 10 products.
The company promises to donate 10 percent of the retail price of each item to the Komen Foundation and has pledged to donate a minimum of $250,000. Retailers and consumers will see no added cost to those products.
“This is a program and initiative that Specialized corporate feels really strongly and passionate about,” said Rachael Lambert, brand developer for Specialized Designs for Women.
Pink ribbon products include the Propero as well the Ruby Elite, the Myka FSR Comp, the Spirita Road shoe, the Riata Mountain shoe, the BG Sport glove, the Enduro glove, the Ruby saddle, the Ariel saddle and a sleeveless jersey. The items will be available by October 1 for National Breast Cancer Awareness Month.
—Megan Tompkins
