August 20, 2002

Bell bolsters BMX, actions sports programs with marketing, products, and punk

SANTA CRUZ, Calif. - Bell Sports' strategy for greater prominence in the BMX and action sports arenas got a boost when the company signed freestyle superstar Dave Mirra to a helmet contract last week. But scoring Mirra is just the latest in a series of moves the company has made recently to bring renewed focus to the category.

"It's hard to imagine Evel Knievel jumping the fountains at Caeser's Palace or Dave Mirra doing a double backflip without the benefit of a full face helmet--something Bell invented in 1963," said Bell Marketing Director Greg Shapleigh. "So while we're increasing our focus on BMX and action sports, making helmets for people who push the limits has always been part of Bell's DNA."

That increasing focus starts with the aforementioned Mirra. The 11-time X Games gold medallist and one of the most recognized figures in action sports has been riding a Bell helmet for years on his own accord. The recently struck deal now allows the company to use him in advertisements, marketing materials and other promotional capacities as well as provide Bell's development team with feedback and design direction. But Mirra is just one component of the new initiative, according to Shapleigh.

"While Dave is certainly the centerpiece of our renewed BMX plans, he is part of a larger, more comprehensive marketing mix which will include expanded advertising, in-store elements, new product offerings and partnerships with other riders and teams," he added.

Bell partners with Giant, Haro teams
In January Bell started the first phase of its BMX renewal by sponsoring the Giant freestyle team and picking up the top-tier talents of riders John Parker, Rob Nolli, Dave Volker, Mike Parenti and Tom Haugen, among others. Between contests like the X Games and Gravity Games, the team travels non-stop doing shows at everything from bike shops to festivals to pro sporting events.

"Giant's got an awesome program with riders who are out in front of the kids day after day," said Bell's Sports Marketing Manager Toshi Corbet. "With all the contests and shows they do, it gets us broad exposure not only on TV, but face-to-face when the Giant stunt show comes to town."

At about the same time, Bell also signed the Haro BMX team to pick up some presence at the races with AA-Pros Chris Sanchez, Kevin Tomko and Leiv-ove Nordmark as well as six-year-old amateur sensation Christian Craig. Vert and street rider Josh Harrington was also included in the deal, giving Bell additional exposure in freestyle.

Punk to head BMX program
All the new programs require infrastructure and Bell has tapped an unlikely source to head it's BMX sports marketing program-they've hired Chuck Platt, bass player from the punk rock band Good Riddance. While the alternative rock scene may not be a traditional source for such employees, Corbet says it makes perfect sense.

"In addition to being obscenely handsome, Chuck has a charismatic natural ability to connect with people--especially the kids," said Corbet. "The fact that his band has sold over a half million records, played on the Van's Warped Tour and that he knows how to get a drum kit shipped to Beruit on a minute's notice is icing on the cake."

Platt has begun negotiations to add several riders to the Bell roster, some of whom he met on the Warped Tour.

"Band guys and BMX guys seem to have a lot in common," said Platt. "There's a mutual respect and reverence for the both the creative element and work ethic we all bring to our passion, whether it be riding or playing. I think that's why so many of us became friends on the Warped Tour."

While not at liberty to disclose who he's in talks with, Platt promises a diverse stream of signings over the next several months.

"Kids aspire to be different kinds of riders and not all of them have the same heroes," explained Platt. "I want our roster to represent the diversity of BMX as well."