Advanced Project
Introduction
Kona Bicycles is a legendary name in the cycling world, known for its deep roots in mountain biking, gravel, and adventure riding. Founded in 1988, Kona built a reputation for innovative bike design, a fiercely independent spirit, and a strong connection to the riding community. With a global fan base and a legacy of performance-driven yet accessible bikes, Kona has long been celebrated for blending high-quality engineering with an unfiltered passion for riding.
In 2022, Kona Bicycles underwent a significant change when it was acquired by Kent Outdoors. While this shift brought fresh investment and resources, it also sparked concerns among loyal Kona riders and industry insiders about the brand’s future direction. Maintaining brand integrity and trust during this period was crucial.
In 2024, an unexpected but welcomed turn of events saw Kona’s original founders, Dan Gerhard and Jacob Heilbron, reacquire the brand, marking a return to its independent roots. This transition was an opportunity to reinforce Kona’s authenticity while reigniting excitement among its core community.
Approach
As Kona’s public relations agency, our role was to steer the brand’s communications through these transitions while ensuring that Kona’s voice remained strong, credible, and connected to its audience. Our strategy included:
Proactive Media & Industry Communications
– Crafted key messaging that positioned the reacquisition as a return to Kona’s independent spirit.
– Secured exclusive interviews with cycling media outlets to tell the story directly from the founders.
– Developed a press release that highlighted Kona’s future vision, balancing nostalgia with forward momentum.
Results & Impact
– Widespread Positive Media Coverage: Coverage in leading cycling publications such as Pinkbike, BikeRumor, and CyclingTips, reinforcing the authenticity of the transition.
– Strengthened Community Trust: Increased engagement across social channels, with Kona’s community expressing strong support for the return to independence.
– Industry Recognition: The reacquisition was met with praise from dealers, riders, and industry insiders, reaffirming Kona’s credibility and legacy.
