Follow Bicycle Retailer

You are here

Highway Two pledges 1% of orders to NICA

Published July 29, 2014
Distributor challenges industry to do the same.

BERKELEY, Calif. (BRAIN) — Highway Two, a California-based distributor, is pledging to donate 1 percent of its sales to the National Interscholastic Cycling Association.

NICA said the pledge is the first time a company has committed a percentage of sales dollars to the organization. Several companies have made similar pledges to other bike non-profits in the past. The commitement applies to qualified dealer pre-season orders for Continental tires, Selle Royal, Fizik, Crankbrothers and Brooks England. Dealers will receive program information from their sales reps beginning Aug. 1. Highway Two's distributor, OEM, and non-program dealer sales are not part of the program.

"NICA student-athletes are the next generation of cycling customers," said George Eubanks, H2's president. "We are committing a percentage of our sales and we challenge the industry to step up and do the same. This type of support cannot come from your marketing departments alone as these budgets have other uses — it must be supported from the top line. The ROI is multi-fold. NICA is not just bringing new kids into the sport, but it brings in their parents and siblings as well."

NICA's development director Suzette Ayotte said, "When marketing initiatives are as global and far reaching as H2's brands, everyone is fighting for a smaller piece of the marketing pie. Linking sponsorship contributions to actual USA sales revenue for a USA-based program that encompasses a generation of customers is investing in your brand's future."

 

Topics associated with this article: Advocacy/Non-profits, Competition

Join the Conversation