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GREENVILLE, SC (BRAIN)—H3O Partners, a strategic marketing and branding firm has formed a strategic partnership with Hincapie Sportswear.

George Hincapie is a partner in both firms, so the new partnership effectively links H3O’s brand with a premium consumer brand.

“George Hincapie and Hincapie Sportswear are very important investments for us,” said Scott Hirshorn, managing partner at H3O. “We want to link H3O with the two in the minds of consumers, to help them understand the true value of the brands. We believe there is enormous value in sponsoring and investing in cycling infrastructure right now, and this is part of our strategic process to assist with maximizing our clients’ brand potential.”