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Trek Launches Armstrong Sales Promotion

Published February 18, 2009

WATERLOO, WI (BRAIN)—Trek kicked off a sales promotion for its retailers centered around Lance Armstrong’s comeback at the Tour of California.

“Lance is Back: Don’t Miss a Day” is an optional sales promotion to help Trek dealers jumpstart spring accessory sales, according to Trek lifestyle brand manager Eric Bjorling. All participating dealers received a sales promotion kit with Trek’s “Lance is Back” creative that included posters (pictured) and more.

“Our message to consumers is that dealers have great pricing now on what they need to be ready to ride this spring,” Bjorling said. “Why wait until your local shop is packed and tune up times are booked when you can take advantage of specialty pricing now? This is the first year of such a sale and we've had great response and feeback from our dealer base.”

Earl’s Cyclery and Fitness in Burlington, Vermont, is taking part in the promotion. “The sales are so great when he was in there [winning the Tour],” said Doug Costa, assistant service manager for Earl’s. “Maybe it will create a spark.”

—Jason Norman

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