Madison and Maxxis announce partnership

Kieran Howells
Madison and Maxxis announce partnership

Maxxis – one of the larges tyre manufacturers in the world – has announced a new partnership with Madison.

The deal means that an extensive range of products from the manufacturer will now be available through Madison’s sales teams, including its mountain bike, road cycle and BMX items. Maxxis will join Shimano, Garmin, Pearl Izumi, Lazer, Thor, Park Tool and Thule – amongst others – in Madison’s portfolio.

The announcement comes as Madison is gearing up to celebrate its 40th year serving the cycle trade in the UK, and at a pivotal moment of expansion for the Maxxis brand, beyond the mountain bike sector that it has been a key player in for almost as long. Both milestones will be celebrated at the iceBike* and Sportline show taking place at Arena:MK on Tuesday, February 21st and Wednesday, February 22nd.

The partnership with Madison is the latest stage in an aggressive UK growth strategy for Maxxis, as managing director Derek McMartin confirms: “Madison is an outstanding business, with a well-established and extensive dealer network. This makes it the perfect addition to help in our efforts to make Maxxis the de facto tyre of choice for all types of cyclists.

“Our short-term aim is to ensure that everyone that wants to ride or roll on Maxxis has the ability to purchase the products they want. Having Madison as a partner will further expand our channel opportunities and make our goal that much easier to achieve.”

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As well as growing its commercial network, Maxxis has also moved to bolster its exposure to all types of cyclists through a number of sponsorship agreements this year. This has included the recent additions of Spokes Cycling, Bike Channel Canyon and Maxxis 4 Racing professional road teams. Madison will use these new sports marketing initiatives as well as its own athletes and resources to help grow the market share on the road, whilst maintaining the brand’s dominant position in off-road.

Maxxis will appear at the 2017 iceBike* and Sportline Show.

Tags: icebike , distribution

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