VANCOUVER, December 19, 2023—Norco, the trailblazing mountain bike brand founded in 1964, is pleased to announce its collaboration with Backbone, the premier active lifestyle media agency. Backbone will serve as the official PR agency of record for Norco, supporting the brand’s growth in the U.S. and globally.
“Norco is stoked to join forces with Backbone, a team that shares our passion for riding and growing the mountain bike community,” said Gwen van Lingen, Head of Brand at Norco. “We have some exciting plans for our 60th year, and Backbone’s proven track record will be invaluable to our marketing strategy.”
“As a team of passionate mountain bikers and marketers, we’ve long admired the Norco brand and its bikes,” said Ian Anderson, Backbone VP of PR. “We’re excited to ride for the brand, build awareness and drive sales for Norco.”
About Norco Bikes
Norco Bikes is a global leader in high-performance mountain bikes, known for its commitment to innovation, quality craftsmanship, and the pursuit of trail-blazing excellence. Founded as Northern Cycle Industries in 1964, operating out of a chicken coop, the brand has evolved over the years, but hard work, passion, and commitment to innovation has always been at the forefront. The mountains and trails of British Colombia are hard-wired into the DNA at Norco, and they will always be the ultimate inspiration for the character and performance of every Norco bike. norco.com
About Backbone
Backbone is the country’s leading active lifestyle media agency. For over 25 years, Backbone has partnered with brands big and small to develop and execute effective, integrated media strategies. Backbone has consistently been included on Outside Magazine’s “Best Places to Work” list with offices in Carbondale and Denver, Colorado. For more information, visit www.backbone.media.
