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Globe Brand Launch

Published June 15, 2009

Specialized introduced its new brand of urban bikes, called Globe, in Minneapolis, Minnesota last week. If the name sounds familiar, it's because Specialized has used the Globe name for a line of transportation bikes for nearly a decade. Now, the company is spinning off Globe into its own brand, giving it its own team, Web site and marketing campaign. Here are a few of the bikes and some of the faces behind Globe:

Amber Lucas, the engineer behind Globe, shows the versatility of the Haul cargo bike by schlepping editors' luggage to the hotel from the light rail stop downtown. Lucas has long been an advocate of using bikes as transportation, and doesn't drive a car opting instead ride her bike, use public transportation or bum rides from friends to get around

 

 

Specialized video guy Aaron Vogel sets us the new Live with a video system before the group heads out.

 

 

Specialized's Nic Sims helps Brad from Urban Velo test the load capacity of the Live front basket.

 

 

Robin Sansom breaks down the new Roll fixed gear bike to editors inside Minneapolis' history Mill City Museum. Specailized hired Sansom to head up Globe about eight months ago. Sansom ditchd his day job long ago to work in bike shops and travelled as a World Cup mechanic. Most recently, he spent a decade with Kona and was responsible for that brand's Ute cargo bike.

Garrett Chow came on board around the same time as Sansom to serve as Globe's brand identity specialist. He is a wealth of knowledge on fixed gear culture having helped start the Mash SF crew. He and the Mash SF crew recently rode the entire length of the Tour of California on a fixed gear bike. He lived, rode and worked around Europe for seven years before moving back to San Francisco and eventually landing at Specialized.

 

 

Specialized has created specific in-store displays to help dealers showcase Globe.

 

The Roll on display at Erik's Bike Shop in Minneapolis. Specialized expects the fixed gear bike to do well, particulary given the popularity of its Langster model, which flew off the shelves last year. With the addition of the Roll, the Langster will still be around, but will be marketed as a dedicated track bike, while the Roll is aimed toward the ride looking for the image and culture associated with fixed gear riding, Sims said.

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