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WinmoEdge
Male Millennial, Gen-X Opps: Giro Sport Design hires marketing talent after launching new product line (Score 55)
Cycling and biking goods company Giro Sport Design has been expanding its marketing team. Peter Nicholson joined as brand manager in June; Molly Herwehe joined as email marketing specialist in April; and Jasper Lyons was promoted to digital marketing coordinator in March.
As these new DMs shift Gyro's marketing strategy around, it will likely start investing more in US advertising. Upcoming ad work may promote the Ondas Collection (see video above), a limited-edition line that made its debut approximately a month ago.
According to Pathmatics, the company hasn't utilized digital channels since spending around $34.6k, only around a third of the $106.2k it spent in 2019. Last year, Gyro earned roughly 7.6m digital impressions via desktop display (88%) and mobile display (12%) ads. Its desktop display ads of 2021 were placed onto active.com (53%), bikerumor.com, outsideonline.com and gearpatrol.com.
Giro also invests in cause marketing. For example, the company celebrated this year's Earth Day with a Renew Series line made with recycled nylon, polyester and elastane that included plastic bottles and Lycra made from reclaimed fishing nets and ocean debris.
Giro tends to target male athletes, especially millennials and Gen-X. As I mentioned, it should start advertising heavily now that it has a larger marketing team. Kantar data reports that Giro's parent company, Vista Outdoor, additionally utilizes print, OOH and local broadcast.
Agency & martech readers - These hires could lead to agency reviews down the road; keep Giro on your radar for brand-specific work down the road. To the best of our knowledge, parent company Vista's roster includes creative, digital and experiential AOR Hunt Adkins provides additional creative and social support.