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Centurion now available for US licensing

Published May 18, 2022

IRVINE, Calif. (BRAIN) — The Centurion brand that includes road, mountain, and e-bikes is available for U.S. license, according to its licensor JMM Lee Properties.

"With new lines of bicycles hitting the market every year, customers look to familiar brands when making purchasing decisions," said Michael Lee, JMM Lee managing partner. "As a consumer-trusted cycling name, Centurion retains significant brand value."

Around 1970 the Centurion name first appeared on 10-speed road bikes including its LeMans RS model that featured a high-tensile steel frame. The brand was founded by Western States Imports (WSI), which later also sold the Diamondback BMX brand. Around 1990 WSI began selling road, MTB and BMX bikes under the Diamondback brand and phased out Centurion. 

However a German company maintained the Centurion trademark in that country and continues to sell the brand today

"As the cycling category grows, bicycle sellers are looking for recognized and respected brands for their new products," Lee said. "As an established and admired brand, Centurion offers the immediate customer recognition required for success in a competitive market."

JMM Lee Properties is a worldwide brand owner and licensor of a portfolio of fashion, consumer electronics, and home appliance trademarks, including fMinolta, Bendix, AirTouch, Litton, Chambers, and Slates.

A 1987 magazine ad for Centurion's Ironman Dave Scott tri bike.

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