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Ride Has A New Meaning For Hurley: Introducing Hurley Bikes

Published May 24, 2021

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BROOKLYN, NY –Born from the water in 1999, Hurley was founded in Huntington Beach, California on the principle of empowering and fueling the voice of the next generation. Over the past two decades, through the lens of inclusion, Hurley has partnered with the world’s best musicians, surfers, skateboarders, snowboarders and more, growing into a global youth culture brand with roots sunk deep in beach lifestyle. Disruptive innovation is Hurley’s unique blend of style and performance that has the brand sitting as the global benchmark for performance both in and out of the water—first on boards, now on bikes.

Introducing Hurley Bicycles—the latest addition to Hurley’s surf, skate and snow culture. Hurley branded E-Bikes & Bicycles will be run by a product development and distribution coordinate called Joy Ride in Brooklyn, NY under the leadership of 30-year bicycle industry veteran Phil Howe after decades at Specialized, Raleigh/Diamondback, etc. Joy Ride is positioning the Hurley brand with an offering of mid-priced electric bikes, standard bikes, and progressive beach cargo concepts designed in true Hurley fashion. All Hurley bikes have been ACT, CPSC & UL certified—the gold standard in bicycle safety.

The target customers for Hurley Bikes are both casual and active outdoor enthusiasts and athletes who cycle to pursue a healthy lifestyle and love to share adventures with family and friends. Joy Ride is already seeing an overwhelming response to Hurley Bikes with both active Millennials and Generation Z who already know and are currently active with the Hurley Brand.

Joy Ride will distribute product from two warehouses, an East Coast location in New Jersey and a West Coast location in California. Hurley Bikes will be available starting mid-June at select Hurley stores and several large independent bike dealers—stay tuned! From surf, skate & snowboard to bike, now there’s another reason to ride with Hurley.


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