Collaborative Marketing: Betabrand x Torker Bicycles

As a consumer direct, online Clothing Company, Betabrand generally doesn’t invest marketing dollars into print advertising. In my PR efforts to promote our Bike to Work Collection I’m always looking for opportunities to expand our market reach and gain media placement, so when I saw an opportunity to partner with the team at Accel North America for Torker Bikes I jumped at it.

At Betabrand we launch several new products a week on a fast-paced, rigorous schedule, so the timing of this project was key. Fortunately we had a number of Bike to Work product launches coming up, which allowed me to create fresh photo assets for the entire Bike to Work Collection, paired with bikes supplied by Torker. Once we had product samples in-house as well as bikes for the shoots, with the help of my team we took on the task of producing and executing several photoshoots in various locations around San Francisco. (Our photo stylist Michelle even stepped in when we had a model cancel, and ended up being featured in a number of the print ads.) The resulting images were then utilized by both teams in both print and web campaigns, expanding the reach of both brands.