Focus Bicycles is partnering with Salt Lake City-based SOAR Communications to lead its public relations in the United States.
Under the agreement, SOAR will support the brand's PR activities around its lineup of new e-mountain bikes.
"We are looking forward to working with SOAR Communications to raise awareness for our exciting e-MTB product range and building Focus in North America," said senior brand manager Andreas Krajewski. "Their creativity, expertise and passion for the bicycle industry will help us succeed."
Derby Cycle now owns focus, a German brand founded by former cyclocross world champion Mike Kluge in 1993. Its U.S. subsidiary opened in 2009.
SOAR President Chip Smith added: "Focus e-MTBs have unique selling features and are well-positioned to succeed in this market. We're really pleased to have the opportunity to tell their stories and work with the team at Focus."