Trek Repositions Gary Fisher Brand

MILWAUKEE, US – Trek announces a dramatic change in its brand strategy. As off immediately the icon brand Gary Fisher will disappear as a standalone brand and will be replaced by special Trek models called Gary Fisher Collection. The Collection will be distributed exclusively through Trek retailers.

The move expands exposure for Gary Fisher Collection bikes, which will now be available in 8 times more retail outlets around the world and seen by 10 times more internet viewers. “This makes sense. I love this strategy,” says Gary Fisher. “I’ve been working with Trek on the Fisher Brand since 1996, but this puts me right in the middle of the best team of bike people. I can now bring my ideas to Trek, number one bike brand in the world. Better bikes and more people on those bikes. I love it.”

Gary Fisher’s role inside Trek Bicycle will be enlarged. He is no longer the spokesman of just one brand, but has become the spokesman of the whole company. The Trek - Gary Fisher Collection will feature a different look and graphic feel than the Trek mainline range. Trek will also differentiate both ranges in functionality.

New range of bikes is already online at www.trekbikes.com/fishercollection where it shows that Gary Fisher is still a big believer in 29-inch bikes; they will be joined by road and dual sport models.