Radiator PR will be working with Madison Clothing to help bring the brand to new cyclists and hard to reach mainstream consumers, Madison revealed this week.
The award-winning consumer PR firm has previously built brands in entertainment, youth, sport and fashion, with clients including the likes of Eastpak, Relentless, Barts, Head, and Swatch. Madison said that Radiator's links to the fashion world are of particular interest to it.
Radiator's appointment is part of an overall investment plan to continue to build the brand and cement its reputation within the market.
"The Madison clothing range is on a phenomenal growth curve and it is important we maintain the momentum and build brand awareness with new cyclists and hard to reach mainstream consumers," said Madison CEO Dominic Langan.
"Radiator is proven as being highly effective in reaching out to these consumers with offices based in our core target markets of the UK and Republic of Ireland."
The PR firm will also, in a separate project, work on a campaign based around the Giro Reverb helmet. The Reverb has been a roaring success since its launch, Madison said, as much as a fashion-based item as it is a safety product.
Madison added: "Radiator PR has a firm grasp of the cycle market and already has a huge range of contacts within the fashion world so we hope to be able to bring the Reverb to the forefront of fashion-focused consumers. These projects will target lifestyle media, business media and online influencers with the aim to deliver substantial new awareness and consumer desire for these fantastic products."