386 million online and 7 million in print


Canyon is a global leader in cycling design and innovation, with countless awards, race wins, and satisfied customers. The company retained TRUE in Fall 2016 to assist with the launch of their brand in the United States.


While Canyon was well-known globally, they had been conservative in launching their sales in the United States. Product was not readily available for media review, there was trepidation in the cycling industry regarding the arrival of a large direct-to-consumer player, and US consumer awareness was somewhat limited.


In cooperation with Canyon Global HQ in Koblenz, Germany and Canyon USA HQ in Carlsbad, California, TRUE provided planning guidance regarding strategy, tactics, and execution on a range of marketing communications channels not limited to traditional PR and media relations but also consumer activation, influencers, and social campaigns. Working with a blend of non-endemic, core endemic, and trade media, TRUE laid the groundwork for successful launch of US sales.

Solutions & Results

With outstanding support from Koblenz and Carlsbad, TRUE made sure the Canyon story was everywhere. Constant efforts produced brand stories on non-endemic outlets like Business Insider, awards from core endemics like Bicycling, and a continual presence in a wide variety of media, reaching a truly impressive audience:
121 pieces of coverage in front of an audience of 386 million online and 7 million in print for calendar year 2017.