Look (France) – Press Release: Along with co-sponsors, VOLVO, SRAM, and THULE, LOOK Cycle will support over 100 events in 2018, through a Title Sponsorship of NRS and Events, the successful event support and activation program created by Butch Balzano. A fleet of Volvo V90s will be deployed across the U.S. which include traditional road races, granfondos, gravel events, and cyclocross races, as well as custom events at LOOK retailers. The all-new LOOK NRS event tour includes premier races such as the Killington Stage Race, Hotter N Hell and Fitchburg Longsjo, and continues through Interbike Outdoor Demo among its 100+ events for the year. The tour will be equipped with a selection of LOOK road bikes, including the 795 Light RS, 785 Huez RS, and the 765 Optimum Disc All-Road, among other models, and pedals including the new KÉO 2 Max Carbon road pedals and X-Track off-road models.
Through this sponsorship, LOOK Cycle, in partnership with Hawley, will offer its dealers the opportunity to host shop rides and consumer event nights at which professional mechanics will provide clinics on the brand history, innovations, and technical aspects of LOOK products.
Mike Gann, LOOK VP of Sales and Marketing for the U.S., said of the program, “Sponsoring NRS was an easy decision for us, in that it supports the sport of cycling in the U.S., and it helps us to further knowledge of the LOOK brand, technologies and products through our retailers, demo opportunities and industry events. We place a high value on supporting our partners in this way, and in having this type of connection to our retailers and their customers.”
“As LOOK’s exclusive North American distributor, we’re, of course, excited to support this program and see it implemented this spring. It’s a great way to showcase the brand’s heritage and its exceptional 2018 offerings in the pedal and bicycle categories.", Pat McGinnis, VP of Commercial for Hawley-Lambert.
As Gann and McGinnis suggest, the announcement marks the launch of an exciting initiative. LOOK Cycle aims to engage with consumers and dealers, offering a memorable, hands-on experience with the opportunity to test LOOK bikes equipped with SRAM RED eTap at their local LOOK dealer throughout 2018. LOOK dealers can contact their Hawley rep for details and availability.