California-based Electra Bicycle Company has announced a partnership with Gap that will feature co-branded Electra cruiser bicycles in Gap’s 2008 Holiday Campaign.
“We are thrilled to partner with such an iconic brand as Gap”, said Benno Baenziger, Electra’s founder and co-CEO. “This project helps to promote cycling in a very approachable manner and shows people how much fun it can be. Additionally, we will get the Electra brand in front of millions of Gap customers. Of course, the argyle patterns have a classic, retro style that compliments our bikes.”
These limited-edition Electra bicycles are inspired by Gap’s colourful argyle patterns from their new holiday collection and include models for adults and children. The co-branded cruisers will be featured in Gap’s holiday marketing campaign, prominently displayed in over 200 Gap locations during the peak holiday shopping season, and offered for sale at Gap.com. The adult model retails for US$499, while the children's model retails for US$299, plus tax and shipping.
“We like to surprise our customers with unique, unexpected gift ideas every Holiday season,” said Ivy Ross, executive vice president of Gap marketing. “What we love about Electra is the unique way they blend art and fashion together using bicycles as a canvas – each model makes a statement and provides a way for our customers to express their individual style beyond the clothing they wear.”
According to Chris Holmes, Electra's product development and communications manager, Electra receives plenty of inquiries about custom bikes from various companies - but it has to be the right fit.
"The bikes are shipped from Gap direct to consumers," he added. "Bikes are displayed at select Gap stores but not available for sale in-store.
Gap special-edition Electra cruisers became available November 14. For more information, visit www.gap.com.