Finish Line, a leading manufacturer of specialty bicycle lubricants and maintenance products, has selected Thorpe Marketing as its public relations agency of record. Thorpe Marketing will manage Finish Line’s public relations and assist the company’s marketing department with its communications strategy in North America.
“We’re really looking forward to growing Finish Line’s already trusted brand presence in the US,” said Jasen Thorpe, co-founder of Thorpe Marketing. “Personally, I’ve been a fan of Finish Line products from the first time I used them, over two decades ago, on my then-state-of-the-art 26” hardtail.
“It’s been fantastic to see the brand grow and to watch how they have advanced their technologies and offerings. We’re excited to work with a business that’s been going strong for over 30 years yet still maintains the same passion and enthusiasm for quality R&D that they started with.”
Back in 1988, Finish Line created an industry first dry-style bicycle lubricant which arguably launched the bicycle lubricant category in the US and ultimately around the world. The company notes that this single product changed the way bicycle drivetrains were lubricated and how they performed.
Dry lube did not attract or absorb contaminants like traditional household lubricants, which were the standard back then. So, shifting systems worked better and lasted longer. From its original Dry Lube, Finish Line grew and now offers over 50 different products, which are sold in 60 different countries.
“We’re pleased to announce our partnership with Thorpe Marketing,” said Hank Krause Founder & President / CEO of Finish Line. “We feel their experience, style and authentic relationships within the industry and cycling community are the perfect fit for our fresh marketing approach.
“With exciting new product launches this year, we believe Thorpe can help take Finish Line’s marketing activities to the next level in 2021 and beyond.”
Thorpe Marketing plans to showcase the relationships Finish Line has cultivated over the years with its sponsored teams/athletes. In 2021, Finish Line will be official product sponsors for:
- Two UCI WorldTour teams (Trek-Segafredo and Intermarché-Wanty-Gobert);
- Two UCI ProTeams (Total Direct Energy and Rally Cycling);
- Four UCI Continental teams, (TIBCO-Silicon Valley Bank, Canel’s Pro Cycling, Hagens Berman Axeon, and Aevolo Cycling); and
- Elite road development teams such as LUX Cycling.
Outside of road, Finish Line supports both professional and amateur teams and athletes across every discipline of cycling.
www.finishlineusa.com
www.thorpemarketing.com
