Easton-Bell Sports Bolsters Marketing And Sales Leadership To Accelerate Growth In Bell And Giro

Easton-Bell Sports, Inc. today announced a redefined strategic direction that will position its action sports brands – Bell and Giro – as significant growth engines for the company.
Feb. 10, 2012 - PRLog -- February 9, 2012; (Van Nuys, CA) – – Easton-Bell Sports, Inc. – a leading designer, developer and marketer of innovative sports equipment and accessories under the Easton, Bell, Riddell and Giro brands  –  today announced a redefined strategic direction that will position its action sports brands – Bell and Giro – as significant growth engines for the company.  Individual brand plans, bolstered marketing and sales leadership, and distinct senior leadership for each brand have been established to create greater differentiation between Bell and Giro.  

Steve Bigelow has been named president of Bell / Blackburn, and Donna Flood has been named president of Giro / Easton Cycling.  In their roles as brand presidents, they will oversee product and brand marketing, sales, creative services, and sports marketing for their respective brands.  Both executives move into these new roles from previous roles within the company.

“As we look to the future, Easton-Bell Sports is well positioned for long-term success,” said Paul Harrington, president and chief executive officer.  “The investments we’re making within Bell and Giro will allow us to accelerate our product innovation and uniquely position each brand in the market place.”

In 2011, Bell and Giro developed individual brand plans that build upon their heritage, while capitalizing on opportunities within the sports they serve.  Bell’s unique position will draft off its heritage in motor sports while it continues to bring innovative products to market in the bike, power sports and skate categories.  Giro will build upon its leadership as a sports design company as it expands into other key categories in the outdoor adventure space.  To accelerate execution of the brand plans, new product, marketing and sales leaders have been added across each brand; they will be responsible for growing relevant, innovative product geared toward their target consumer.

“The Bell and Giro teams have achieved impressive results over the past two years, and this is the next step in their continued growth,” said Harrington.  “Having focused leadership within each brand gives us the ability to expand globally at a faster pace.”

About Easton-Bell Sports, Inc.
Easton-Bell Sports, Inc. is a leading designer, developer and marketer of branded sports equipment, protective products and related accessories. The company markets and licenses products under such well-known brands as Easton, Bell, Giro, Riddell and Blackburn. Its products incorporate leading technology and designs and are used by professional athletes and enthusiasts alike. Headquartered in Van Nuys, California, the company has 31 facilities worldwide. More information is available at www.eastonbellsports.com.

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TRUE Communications is a public relations firm specializing in the cycling industry, clean tech and outdoor lifestyle categories. TRUE represents many of the category leaders in cycling: Giro, Easton, Castelli, FOCUS Bikes and Gates Carbon Drive.
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