Ziano di Fiemme (Trentino), May 27, 2026 — During its International Sales Meeting dedicated to the presentation of the Spring/Summer 2027 collection to the global sales network, La Sportiva unveiled the brand’s most significant evolution in decades: a new logo, alongside the debut of a new payoff, brand campaign, global communication platform, and an updated retail concept.

The evolution has been designed to accompany the brand towards its 100th anniversary — which La Sportiva will celebrate in 2028 — while preserving its core identity and strengthening its connection with the global mountain community. Rather than a break from the past, this is a natural progression: a project born from the desire to make the brand even more contemporary, recognizable, and relevant in an increasingly global and digital landscape, while staying true to its authenticity, roots, and technical DNA.

“The milestone of our centennial is an opportunity to design the next 100 years,” said Lorenzo Delladio, President and CEO of La Sportiva. “Continuity is not about standing still — it’s about evolving while remaining true to who you are. With this evolution, we want to look ahead with confidence, while staying deeply connected to our mountain culture, our community, and our vision of innovation.”

At the heart of this transformation is the new La Sportiva logo. The redesign stems from a process aimed at creating a more essential, recognizable, and contemporary visual language, while further strengthening the brand’s iconic identity. The mountain remains central: the Cimon della Pala, the brand’s historic symbol and a direct reference to the Val di Fiemme — the territory where La Sportiva was born and continues to grow.

The new mark has been developed to ensure greater visual clarity and improved adaptability across digital environments, reinforcing the brand’s iconic presence. The refreshed identity enhances La Sportiva’s signature yellow, emphasizes verticality, and introduces a more dynamic, technical, and contemporary typography designed to convey momentum, performance, and upward drive.

“This new logo reflects who we are today and where we’re heading,” commented Giulia Delladio, member of the fourth generation of the Delladio family. “We wanted to create an evolution without disruption — one that preserves our DNA while speaking to new generations of outdoor enthusiasts. The mountain remains our point of reference, our inspiration, and the core of our identity.”

The new communication platform, which will be gradually introduced starting from the Fall/Winter 2026 season, will extend across every brand touchpoint — from global campaigns to retail, digital, and packaging — with the goal of building a more cohesive, distinctive, and international brand language.

As part of this evolution, the retail concept will also be updated to physically translate the renewed identity into La Sportiva stores and retail spaces, strengthening the sense of community and the connection with the mountains.

The announcement of the new identity comes as part of a broader strategic evolution for the company, which also includes the strengthening of family governance and major production investments in Val di Fiemme. Among these is the expansion of the Ziano di Fiemme headquarters, scheduled to open in 2028, the year of the brand’s centennial. Through this evolution, La Sportiva reaffirms its commitment to continuing to innovate within the mountain and outdoor world while remaining deeply rooted in its heritage.

The brand evolution project was developed in collaboration with The Branding Letters, the Italy-based creative studio behind the new logo, and Mynt, the UK-based strategic and creative agency responsible for the campaign development and the new communication platform.

About La Sportiva

With over 95 years of mountain heritage, La Sportiva brings unmatched expertise to the design of high-performance footwear, ski mountaineering hardware, and technical apparel. Driven by innovation and a passion for the outdoors, the brand offers cutting edge footwear and apparel for climbing, mountaineering, mountain running®, hiking, and ski mountaineering. Designed and tested in the heart of the Dolomites, La Sportiva’s products are built to meet the demands of athletes pushing limits in the world’s most challenging terrain. Learn more at www.lasportivausa.com or follow @lasportivana on Instagram.

Media Contact:
Sean Van Horn, Backbone Media
Phone: 970-963-4873 ext. 1806
Email: sean.vanhorn@backbone.media

Foothill Ranch, Calif. (May 27, 2026) – Bosch eBike Systems is headed to Northwest Arkansas next month as the title sponsor of a brand-new 2026 Bike Fest event: Bosch Hill Climb Challenge. Taking place in the evening on Friday, June 12, the Challenge will be the feature event of the grand opening of the OZ Bike Park in Bella Vista, Ark. and an exciting addition to the 2026 Bentonville Bike Fest festivities. Bike Fest is an international celebration of all styles of cycling and ALL HUMANS ON BIKES, with more than 6,000 daily visitors, 1,400 athletes and 160 exhibitors, representing 13 countries, and 47 states.

Riders in the Bosch Hill Climb Challenge will get two chances to race up a steep, technical hill climb course on Class 1 (20mph) pedal-assist eBikes. The event will test competitors against the mountain in a test of skill as riders traverse the course from the base of the mountain up the lift line while navigating the route and features along the way. The rider who travels the furthest up the climb, in the fastest time, without putting their foot down, wins. This entertaining event guarantees to be equally as enjoyable for spectators. The event is free to the public, free to enter and open to Men and Women, with a total prize purse of $1,500. Learn more and register here.

Beyond the Hill Climb, find Bosch at the second-annual e-Mobility Day, taking place on Thursday, June 11 in downtown Bentonville. The day includes e-bike test rides, guided tours and the opportunity to hear from the Bosch team on a panel, alongside fellow leaders from PeopleForBikes and Arkansas Moves, discussing the impact of e-mobility and mountain biking on our community and the future of active transportation during an afternoon panel discussion. The Bosch team will also moderate a Commute panel with Mal Sebech, General Manager of the Walmart Bikeshare program, who will showcase their bike share system and servicing trike that is both powered by Bosch.

A trusted supplier to more than 100 of the world’s leading bicycle brands, Bosch will also be at the Bike Fest Expo from June 12–14. Stop by their booth near the main stage to explore a range of urban and eMTB bikes, or visit partner brands, such as Trek, Orbea, Polygon, Pivot, Ari and Santa Cruz (at The Hub) to test ride bikes powered by Bosch eBike systems. While you’re there, snag an autograph from Hans Rey, Ryan “RDog” Howard, and Rachel and Kyle Strait and learn about the latest updates to the Bosch eBike Flow App, including new features and benefits, like Performance Upgrade 2.0 and Trick Check.

Throughout the weekend, Bosch and Hans Rey will offer a series of four guided eMTB rides which will take place on June 11, 12, and 13, covering both the Slaughter Pen and Coler trail systems at intermediate and advanced levels. Proceeds from the rides will go to FAST (Friends of Arkansas Singletrack), the festival’s official charity. The rides include stops along the way to cover riding techniques, eBike setup and Bosch software features.

“We are thrilled to bring Bosch eBike Systems to Bentonville Bike Fest this year,” said Jocelyn Vande Velde, NA Marketing Director from Bosch eBike Systems. “This is an incredible opportunity for riders and enthusiasts to immerse themselves in the world of eBikes—from exploring the latest innovations shaping the industry to getting hands-on time with our bikes on the trail. Whether you’re stopping by to chat with our team at the Expo, test riding our latest systems, or taking on the Bosch Hill Climb Challenge, we hope attendees leave with a deeper understanding of why Bosch is central to a wonderful eBike experience.”

For more information about Bosch eBike Systems and its range of offerings, please visit https://www.bosch-ebike.com/us/why-ride-bosch. For more information about Bike Fest, please visit bentonvillebikefest.com.

Downloadable Image Assets

Contact for press inquiries:

Alexa McRoberts, Verde Brand Communications

Phone: 7178089653

E-mail: bosch@verdepr.com

Bosch Contact:

Jocelyn Vande Velde, Bosch eBike Systems

Phone: 9493274255

E-mail: Jocelyn.VandeVelde@us.bosch.com

Bosch eBike Systems are shaping the future of eBike mobility with innovative products and digital services; ranging from highly efficient drive systems, to the first production-ready ABS for eBikes and Connected Biking solutions. Bosch eBike Systems offers eBikers the best drive system (drive unit, battery, display, and app) for every requirement and every area of use, ensuring a unique riding sensation: Whether it’s for daily trips around the city, enjoyable rides in the countryside or for sporty adventures in the mountains. Today more than 100 of the world’s leading bicycle brands trust the perfectly coordinated, modular product portfolio. As an independent division within the Bosch Group, Bosch eBike Systems also makes use of the Group’s technology and manufacturing expertise. For fun, healthy, sustainable and safe mobility. 

More information at www.bosch-ebike.com.

Bosch Group is a leading global supplier of technology and services, employing roughly 412,000 associates worldwide (as at 31/12/2025). The company generated sales of 91 billion euros in the 2025 business year according to preliminary figures. Its business operations are divided into four business sectors: Mobility Solutions, Industrial Technology, Consumer Goods and Energy and Building Technology. With its business activities, the company aims to use technology to help shape universal trends such as automation, electrification, digitalisation, connectivity and an orientation to sustainability. In this context, Bosch’s broad diversification across regions and industries strengthens its innovativeness and robustness. Bosch uses its proven expertise in sensor technology, software and services to offer customers cross-domain solutions from a single source. It also applies its expertise in connectivity and artificial intelligence in order to develop and manufacture user-friendly, sustainable products. With technology that is “Invented for life”, Bosch wants to help improve quality of life and conserve natural resources. The Bosch Group comprises Robert Bosch GmbH and its roughly 490 subsidiaries and regional companies in more than 60 countries. Including sales and service partners, Bosch’s global manufacturing, development and sales network covers nearly every country in the world. The basis for the company’s future growth is its innovative strength. At 136 locations across the globe, Bosch employs some 82,000 associates in research and development.

More information at www.bosch-press.com, www.bosch-mobility.com, www.bosch.com.

Mount Airy, NC – May 26, 2026 – Nester is excited to announce the appointment of Jamie Bethke as General Manager and Vice President of Sales for Fox River, the legendary performance sock brand within the Nester portfolio. Bethke, based in Kansas City, Missouri, brings more than 25 years of consumer products and footwear industry experience to the role and will be responsible for driving sales growth, expanding market reach, and building on Fox River’s storied heritage.

Bethke is no stranger to the Nester team. His relationship with Nester CEO Kelly Nester dates back to 2001, when both companies became Licensees with Woolrich; Bethke’s company, Elan Polo, for footwear, and Nester Hosiery for socks. Over the ensuing decades, Bethke built longstanding working relationships with several members of the Nester leadership team, including Gina Ross, EVP of Product, and Chris Nitzsche, SVP of Nester, a fellow Missourian and longtime colleague and friend.

Spending nearly 22 years at Elan Polo International, the St. Louis-based global footwear company, Bethke rose through the ranks to serve as Executive Vice President. While he was there, he led cross-functional teams spanning product development, design, marketing, sourcing, and sales, and helped build strong partnerships with major national and international retailers. He subsequently served as Head of Global Development at Calson Investment Ltd. and, most recently, as Senior Vice President of Product and Sales at The United States Playing Card Co., a Cartamundi Company, the global playing card and board game leader.

“Jamie and I have known each other for over two decades,” says Kelly Nester, CEO of Nester. “Watching his career grow over the years, I’ve always known that we would welcome the opportunity for him to join the Nester team when the time was right. Having Jamie lead Fox River at this time feels like the right fit for the future direction of the brand.”

Nester acquired Fox River in 2025, and Bethke will step in to lead a brand whose heritage spans more than a century and has long been trusted by outdoor enthusiasts, military personnel, and everyday consumers alike.

“I am thrilled to join Nester Hosiery as General Manager and VP of Sales for the Fox River brand,” says Bethke. “Fox River has a legendary heritage, and I look forward to working with this talented team to expand our footprint, leverage our innovation, and aggressively drive market share growth.”

As General Manager and VP of Sales at Fox River, Bethke will be responsible for driving sales strategy, overseeing the brand’s sales force and merchandising direction, and growing distribution across multiple channels. His appointment reflects Nester’s commitment to investing in experienced, relationship-driven leadership to accelerate the growth of its portfolio.

To learn more about Fox River, visit foxsox.com. Media inquiries should be emailed to Abby Harris, abby@darbycommunications.com.

About Nester

Based in Mount Airy, North Carolina, Nester is a leading manufacturer of high-performance merino wool socks and accessories. The company’s family of brands includes Farm to Feet®, Fox River®, Pistil®, and Anywear Essentials®, alongside a broad portfolio of private label, OEM, and licensed offerings that serve major retailers and specialty brands globally. Nester is also an established supplier to the U.S. government, committed to providing the comfort, durability, and performance demanded by those who serve. With more than 30 years of vertically integrated, U.S.-based manufacturing, Nester is recognized for its unwavering commitment to sustainability, performance, and product excellence.

ASHEVILLE, N.C. (May 26, 2026) — With less than two weeks until the Connect retail buying show, Grassroots Outdoor Alliance, the national organization dedicated to the health and growth of specialty outdoor retail, unveiled its schedule of retailer-focused education sessions that will take place on Connect Education Day Sunday, June 7, the day prior to the four-day Connect show. Along with its twice-annual buying show, one of Grassroots Outdoor Alliance’s core missions is education and business support for its retail members.

Featured sessions at Connect Education Day include practical guidance on integrating AI into independent retail environments, a deep dive into essential store-level KPIs for outdoor retailers, and strategies for more effective inventory planning.

“Along with creating an effective, streamlined venue for line showings, being together at the Connect Show provides a great opportunity for knowledge sharing,” said Gabe Maier, President of Grassroots. “The ability to learn from both peers and experts in the industry continues to be one of the benefits of being a Grassroots Outdoor Alliance member. The sessions at this spring’s Connect were all borne out of discussions we’re hearing at the ground level from our members.”

Scheduled programming for Sunday, June 7, includes the following educational sessions:

• Know Your Numbers: Store Level KPIs For Outdoor Retail, and how to use them — This seminar, led by Dan Mann, President, The Mann Group, will explore the most valuable store-level KPIs for outdoor retailers, including how to track them, interpret them, and use them to make smarter decisions that improve sales, margins, inventory, and overall store performance.
• Applied AI Without the Hype | for Independent Outdoor Retail — Led by Marty Bhatia, Chief Technology Officer, Digital Ninja Consulting LLC, this session will provide independent outdoor retailers insight into where AI belongs in their shops, and a short list of tools worth trying.
• The Next Layer of Retail Analytics: Category, Brand & Assortment Insights — Building on store level KPI’s to category and brand level analysis, Dan Mann will dig deeper into inventory planning by taking a precise look at a category strategy that predicts category performance and addresses the unique needs of different customer types.
• Financial Study Workshop (Grassroots Principals Only) — Presented by Heidi Rasmussen, Director of Finance at Grassroots Outdoor Alliance, this session will be a review of the financial study and working session provided for Grassroots Member Principal/Owners who have a submitted 2025 Financial Study template. Attendees will learn about key takeaways from the 2025 report and have opportunities to dive in and learn more about how to use the financial study to benchmark their financial metrics.
• Applied AI Without the Hype | for Brand Leadership — This vendor focused session led by Marty Bhatia, will take place on Tuesday, June 9. It will provide brand leaders with a clear methodology for assessing AI readiness in their own organization, a working definition of what “documented” actually means at brand scale, and the questions to ask before their next AI investment.

About Grassroots Outdoor Alliance

Grassroots Outdoor Alliance is a retailer-owned network of 100+ independently owned outdoor retailers and vendor partners, working together for the health and growth of specialty outdoor retail. Through data collection and analysis, direct member support, specialty events and deep vendor partnerships, Grassroots Outdoor Alliance is creating both a vision and roadmap for the long-term success of independent specialty retail. Grassroots Outdoor Alliance is recognized as a catalyst for the success of its retailers and vendor partners; an advocate for specialty independent retail; a promoter of education and community within the specialty channel; and a key influencer of the national outdoor industry. Grassroots Outdoor Alliance also operates Connect, a twice-annual legacy show experience that spans four days, offering an efficient and structured format for retailers to conduct pre-season line showings and business conversations.

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COSTA MESA, Calif. [May 26, 2026] — Popfly, the creator platform purpose-built for adventure, announced it will fully fund one creator’s dream trip this summer — and spend the rest of the season working towards getting the rest of them sponsored.

Instead of waiting for a brand to post a brief, creators on Popfly can pitch their trips through the platform and ask for what they need to make it happen: gear, funding or both. Hundreds of adventures are already posted — from kayaking the Oregon coast to overlanding in Colorado and thru-hiking the Appalachian Trail. Brands get a real adventurer going somewhere worth documenting, and content that actually holds up. Creators get what they need to go.

Popfly will select the most compelling adventure posted and fund it outright. No application process. No committee. Just: post your adventure and make us wish we were going too.

The initiative kicks off at the Basecamp Outdoor × Popfly Kick-off Party on May 28th during Outside Days in Denver, where outdoor industry brands and creators can meet face-to-face and start making trips happen.

“The creator economy is worth billions and most of it goes to polished ads that nobody believes,” said Taylor Hoekstra, Founder and CEO of Popfly. “The most compelling brand content always comes from creators who are out there living real adventures. We’re stoked to be building the place where that happens.”

Popfly’s Adventures feature is the only tool in the creator economy purpose-built for this kind of proactive, trip-based sponsorship. Unlike traditional influencer platforms where brands post briefs and wait for creators to apply, Adventures puts the pitch in the creator’s hands. Creators tell their story, ask for what they need, and go looking for the brands that want to be part of it.

Most platforms ask creators to apply. Popfly asks them to dream bigger. To post an Adventure or sponsor one as a brand, visit popfly.com.

About Popfly

Popfly is redefining digital storytelling in the outdoor space, empowering creators and brands to thrive in the rapidly evolving creator economy. The platform connects outdoor, travel and adventure brands with creators to collaborate on authentic content at scale. From discovery and  to execution, payments, and performance tracking, Popfly streamlines every step of your brand‑creator collaboration so you can scale brand momentum and revenue.

For press inquiries, contact popfly@verdepr.com.

ASHEVILLE, N.C. (May 21, 2026) — Grassroots Outdoor Alliance, the national organization dedicated to the health and growth of specialty outdoor retail, today announced its slate of nominees for the 2026 Grassroots Outdoor Specialty Awards.

The awards recognize excellence across the Grassroots community, celebrating retailers, vendors, and industry leaders for achievements in business, advocacy, community impact, philanthropy, and specialty retail innovation.

Winners will be announced at the upcoming Grassroots Connect retail buying show, June 8–11, 2026, in Reno, Nev., where more than 290 exhibitors and more than 150 retailers will gather for line showings and strategic business conversations supporting Spring 2027 order writing. The awards ceremony will take place during lunch on Monday, June 8.

“These awards recognize the people and businesses pushing specialty outdoor retail forward,” said Gabe Maier, President of Grassroots Outdoor Alliance. “Independent specialty retail succeeds because of strong partnerships, innovation, service, and an unwavering commitment to community. The businesses and individuals recognized through these awards represent the very best of our industry — retailers and vendors who continue to lead with passion, resilience, and purpose while helping shape the future of the outdoor specialty channel.”

The nominees for the 2026 Grassroots Outdoor Specialty Awards include:

Retailer Awards

• Retailer of the Year: Bill Jacksons (Pinellas Park, FL); Outdoor Experience-ID (Sandpoint, ID); Pack Rat Outdoor Center (Fayetteville, AR); Skinny Skis (Jackson, WY); The Trail Head (Missoula, MT)
• Community Giveback: Footsloggers Outdoor & Travel Outfitters (NC); Tahoe Mountain Sports (Truckee, CA), The Trail Head (Missoula, MT), Mountain Chalet (Colorado Springs, CO), Chopwood Mercantile (Crested Butte, CO)
• Retailer Growth Award: Causal Adventures (Arlington, VA); High Country Outfitters (Atlanta, GA); Mountain High Outfitters (Multiple Locations); River Rock Outfitter (Fredericksburg, VA); Saratoga Outdoors (Saratoga Spring, NY)
• Retail Wow Award: Bill Jacksons (Pinellas Park, FL); Bill & Paul’s Sporthaus (Grand Rapids, MI); Great Outdoor Store (Sioux Falls, SD); High Country Outfitters (Atlanta, GA); Pack Rat Outdoor Center (Fayetteville, AR)

Vendor Awards

• Vendor Partner of the Year: HydraPak; Patagonia; Rab; Smartwool; Sockwell
• Excellence in Hardgoods & Accessories: EDELRID; HydrPak; LEKI; NEMO Equipment; Nomadix
• Excellence in Apparel and Softgoods: Helly Hansen; Patagonia; Rab; Roark; Smartwool
• Excellence in Footwear: Altra; La Sportiva; Oboz; Salewa; Superfeet

New for 2026, Grassroots Outdoor Alliance will also recognize the Top 25 Independent Sales Representatives in specialty outdoor retail. Honorees were selected through nominations and feedback from both retailers and vendor partners, highlighting the critical role independent reps play in building relationships, supporting brands and retailers, driving product education, and strengthening the specialty marketplace.

“The specialty outdoor industry is built on relationships, and independent reps are often the connective tissue that keeps this community strong,” added Maier. “These individuals work behind the scenes every day to support retailers, represent brands with integrity, and help create meaningful long-term partnerships. We’re excited to recognize and celebrate their contributions alongside our retailers and vendor partners.”

Additional honors presented during the ceremony will include Appreciation for Board Service and Friend of Grassroots.

About Grassroots Outdoor Alliance

Grassroots Outdoor Alliance is a retailer-owned network of 100+ independently owned outdoor retailers and vendor partners, working together for the health and growth of specialty outdoor retail. Through data collection and analysis, direct member support, specialty events and deep vendor partnerships, Grassroots Outdoor Alliance is creating both a vision and roadmap for the long-term success of independent specialty retail. Grassroots Outdoor Alliance is recognized as a catalyst for the success of its retailers and vendor partners; an advocate for specialty independent retail; a promoter of education and community within the specialty channel; and a key influencer of the national outdoor industry. Grassroots Outdoor Alliance also operates Connect, a twice-annual legacy show experience that spans four days, offering an efficient and structured format for retailers to conduct pre-season line showings and business conversations.

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MINNEAPOLIS — May 21, 2026 — Just in time for summer adventure seeking, UDisc has released its list of the 25 Best Disc Golf Courses at Ski Areas around the world. Comprised of the highest-rated disc golf courses at downhill ski venues in UDisc’s extensive directory, it’s a definitive, data-driven ranking full of sweeping vistas and top-tier amenities.

Headlined by two destination disc golf courses at Vermont’s Smugglers’ Notch Resort, the list spans several of the United States’ mountain regions, as well as resorts in Canada, Norway, Sweden, Finland, Germany, and Latvia. That distribution is a testament to disc golf’s value to communities and businesses alike – no matter the time of year.

“This list further proves that disc golf is a versatile, durable form of outdoor recreation,” UDisc CEO and Co-Founder Josh Licti said. “Whether it’s a downhill ski area, a campground, or an accessible public park, there’s no need to worry about the offseason when you install a disc golf course.”

The 25 Best Disc Golf Courses at Ski Areas are a follow-up to the successful release of the 100 Best Disc Golf Courses in the World, as well as awards celebrating the best courses in every U.S. state and dozens of countries. These all come amid a surge in the game’s global growth: Disc golf participation has jumped roughly 86% since 2020, with more than 21 million rounds played annually and over 17,000 courses now spanning nearly 100 countries worldwide, according to UDisc’s 2026 Disc Golf Growth Report.

Explore more about how disc golf injects offseason life into ski resorts and download the UDisc app to record your rounds, discover new courses and build your bucket list.

About UDisc

UDisc is the world’s #1 disc golf app, trusted by millions of players to record rounds, discover courses, and measure their progress. UDisc’s mission is to empower the world to play more disc golf by supporting players and organizers worldwide. Now the industry standard for measuring disc golf participation, infrastructure, and reach, the company’s Disc Golf Health Index focuses on the places where new courses can be most impactful. Learn more at UDisc.com.

BREA, Calif. – May 19, 2026 – Aventon, a leader in accessible ebike innovation, today announced the appointment of Jen Whalen as Creative Director. A former procyclist and award-winning creative producer, director, and filmmaker with over 15 years of experience across Hollywood studios and global brand campaigns, Whalen brings a rare combination of high-production storytelling expertise and authentic cycling background to her new role.

Whalen joins Aventon from a distinguished freelance career, where she partnered with brands including Apple, Netflix, Levi’s, Specialized, SRAM, and Hulu across creative direction, production, and storytelling. Prior to that, she spent nearly a decade as a Senior Producer for the in-house creative studio at Warner Bros., producing trailers, promos, and digital campaigns for major global releases, earning Promax and Telly Awards for her work.

Her connection to cycling runs deep. Whalen came up through the fixed gear scene and rode for Aventon’s original pro team during the Red Hook Crit era. She went on to become a competitive road cyclist, winning a California State Championship title and competing at US Nationals. In recent years, she has built a second creative lane in the outdoor industry, producing athlete-driven and documentary-style storytelling, including a docuseries around the inaugural women’s Tour de France Femmes.

Whalen is also the writer, director, and producer of CALI GIRLS, a feature comedy inspired by the world of women’s bike racing, which has earned Best Female Director and Best Sports Film recognition on the festival circuit. The film is releasing this year.

In her role at Aventon, Whalen will lead creative direction and brand storytelling across campaigns, product launches, social content, and athlete partnerships, driving culture-led work that grows Aventon’s brand reach and community connection.

“Jen is a rare find: someone who has genuinely lived inside cycling culture at every level, from the fixed gear underground to the pro circuit, and who also knows how to tell stories that move people,” said Kris Heineman, Senior Brand Director at Aventon. “She brings a creative point of view that is bold, authentic, and deeply human, which is exactly what we need as we continue to grow the brand.”

“Aventon has always been a fun success story to follow, from its fixie roots to where it stands today in the ebike world,” said Whalen. “I want to get more people on bikes and out of their cars. It excites me to bring my ideas and creativity to this team, since I have a natural passion for cycling and it feels serendipitous to bring my energy back to a brand that supported me during my “glory” days of bike racing. Apparently the race isn’t over yet.”

Whalen is based in Los Angeles and joined Aventon in early May 2026.

About Aventon:
Aventon was founded in 2013 and is headquartered in Brea, California. Born from a passion for bicycle racing, Aventon has grown into one of the leading ebike brands in North America. The company’s mission is to redefine adventure by combining innovative technology, thoughtful design, and an outstanding riding experience. Aventon controls the majority of its value chain internally and employs hundreds of staff worldwide to shape the future of two-wheeled e-mobility.

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Press Contact:
Tom Sweeney / Affiliate Marketing Manager
tsweeney@aventon.com