SAN JUAN CAPISTRANO, Calif. (BRAIN) — Interbike and Outdoor Retailer have signed on a number of key brand participants and media for their upcoming event The Women’s Story, which will connect outdoor manufacturers with New York-area consumer journalists to test the latest women’s-specific products.
Participating brands include Cannondale, Giro, Jaybird, Hottotties by Terramar, Nau and Dansko, with several additional brands close to committing as well, according to a release.
Universal Sports Network will cover the June event, and organizers have brought in Truth Be Told Public Relations to secure additional journalists from non-endemic titles such as Self, Shape, Allure, Bazaar, W, Vanity Fair, InStyle, Lucky, Elle, the New York Times and Vogue.
“Reaching an audience outside endemic cycling publications is absolutely critical if we are going to drive demand for products like our Giro New Road apparel line for women,” said Greg Shapleigh, Giro executive vice president and general manager. “We expect to engage with the media that can get us in front of that audience at The Women's Story and we'll do it at a time that will influence buying decisions for summer and fall 2014.”
“It has become clear at both Interbike and Outdoor Retailer that women represent a powerful buying force in the industry," said Pat Hus, vice president of Interbike and Health and Fitness Business. “We know from listening to our exhibitors that the women’s market is incredibly important to their businesses. Our job is to help be the conduit to these customers by spreading the word through a much broader media audience. That’s the value this event provides.”
The Women’s Story will take place June 10-12 at the Crystal Springs Resort in Northern New Jersey, which offers opportunities for mountain biking, trail running, stand-up paddling, fly fishing and other outdoor activities.
Companies interested in one of the limited number of sponsorship opportunities can contact sales director Andria Klinger at (949) 226-5745 and andria.klinger@emeraldexpo.com, or sales manager Krista Dill at (949) 226-5728 and krista.dill@emeraldexpo.com.
