Advanced Project
Introduction
“The work ethic of the entire team at ECHOS is very impressive. If you need a team that can own big-time media events but also get down and dirty with details like internal recaps, then ECHOS is THE agency. I think their well-roundedness is what makes ECHOS so effective. From major product launches to multiple retail store openings and big press release events, I can honestly say ECHOS was one of the most influential components to the success of Dainese North America.” – Peter Bacon, Former Marketing Manager, Dainese North America
From less than 100 pieces of North American coverage in three years before ECHOS to 2,160 placements from 2019 to 2025 to date, we amplified Dainese and sister brand AGV helmets return to being a fixture in motorcycle, lifestyle, gear, and mainstream media—cementing the brands’ position as global leaders in rider safety and style while generating 47.1B audience reach.
Services provided:
– Brand Positioning & Narrative Strategy
– Product PR & Reviews (Jackets, Boots, Gloves, Helmets)
– Evergreen Gear Guide & Gift Seeding
– YouTube Creator Relations
– Retail Expansion & Store Opening PR
– Broadcast & Trade Media Relations
The Challenge:
When Dainese came to ECHOS, the Italian motorcycle safety and apparel leader had minimal North American media presence, averaging fewer than 100 pieces of coverage across three years—despite being a dominant force in MotoGP and European markets.
Our mission:
– Build a sustained, always-on US PR engine that would position Dainese and AGV as category leaders across endemic motorcycle media, lifestyle outlets, and mainstream publications.
– We needed to – secure year-round product reviews, gear guide dominance, retail expansion coverage, and breakthrough placements in outlets where Dainese had rarely or never appeared, all while educating North American riders on the innovation, heritage, and performance that European motorcyclists already knew.
Approach
Over five years, we built a comprehensive, multi-channel PR program that transformed Dainese’s North American media footprint. We secured consistent placement in core motorcycle outlets like Ultimate Motorcycling, Motorcycle Powersports News, motorcyclenews.com, and RevZilla, while simultaneously expanding into lifestyle and gear media including Business Insider, Men’s Journal, GearJunkie, Gear Patrol, HiConsumption, and SlashGear.
We positioned Dainese jackets, boots, and gloves—and AGV helmets, in hundreds of evergreen “best of” guides, from “The Best Motorcycle Jackets” and “The Best Motorcycle Boots of 2024” to Business Insider’s “The 14 best leather jackets for men in 2024, according to style editors.”
We nurtured long-term YouTube creator partnerships, generating content across channels with a combined 15.9M subscribers, and secured broadcast coverage including FOX 10 Phoenix for Dainese’s Scottsdale store opening.
To deepen credibility, we activated trade and powersports media around business news (Dainese Group’s US market expansion), product innovation stories (Gear Patrol: “This Innovative New Motorcycle Product Could Truly Save Your Life” on crash-detection D-air technology), and custom collaborations with MotoGP riders like Marco Bezzecchi.
Throughout the five-year partnership, we maintained an always-on drumbeat across monthly coverage, spanning product reviews, seasonal gear guides, holiday gift features, adventure travel stories, and safety-focused editorial, ensuring Dainese and AGV stayed visible at every moment riders were researching, shopping, or planning their next ride.
Key results
2,160 Pieces of coverage (2024) – up from <100 across three years prior | 47.1B Audience | 15.9M YouTube subscribers reached | 57.7M Print readership | 16.7M Print circulation | 15M Broadcast viewership | 794K Additional readership.Highlight coverage.– Business Insider: The 14 best leather jackets for men in 2024, according to style editors– Gear Patrol: This Innovative New Motorcycle Product Could Truly Save Your Life" and "The Most Important Product Releases of 2024– Men's Journal : AGV AX9 Motorcycle Helmet Keeps Wind at Bay and Packs in Useful Features– GearJunkie: The Best Motorcycle Boots of 2024" and "The Best Motorcycle Gloves of 2025– HiConsumption: The 18 Best Motorcycle Jackets– SlashGear: Every Major Motorcycle Helmet Brand Ranked Worst To Best In NHTSA Compliance Testing– FOX 10 Phoenix: Broadcast segment on Dainese store opening in Scottsdale– Powersports Business: Dainese Group expands reach in U.S. market– Ultimate Motorcycling, Motorcycle Powersports News, motorcyclenews.com, RevZilla, Expedition Portal, stupidDOPE, TopSpeed, AP News
