Romentino, ITA – Briko, the Italian producer of helmets, eyewear and cycling apparel, announced its partnership with Gran Fondo USA LLC, organizers of America’s first gran fondo series.
Briko’s CEO Carlo Boroli confirmed that sponsorship of the Gran Fondo Colnago events is now part of his long-term North American marketing strategy. “We’ve decided to participate in the Gran Fondo Colnago project because it represents the best opportunity for Briko to differentiate itself in the US market,” he said.
Briko recently opened an office in the USA to manage its growing North American business in cycling and skiing.
To further support Briko’s efforts in cycling, the company has retained 2-time cycling world champion Paolo Bettini to design a line of high performance cycling apparel. Briko’s Paolo Bettini Collection will be available to consumers in 2010.
