Dorel Sports has announced changes to the marketing leadership team that oversees Cannondale, GT, and Fabric.
Nick Larsen has been promoted to VP of global creative, and Dennis Kim has been promoted to VP of global marketing.
“This is an exciting time for Cannondale, GT, and Fabric. We are continuing to invest in a strategy that focuses equally on delivering innovative product and engaging marketing,” said Peter Woods, president and CEO of Dorel Sports. “We are now positioned to create even more powerful stories and further strengthen the voice of our iconic brands.”
Over the last 18 months, Larsen has led the effort to create a new vision and direction for the Cannondale brand. His direction has influenced every facet of the brand, from product colour and graphics and the new Cannondale wordmark to key brand campaigns and athlete selection. He has also played an important role in the development of all-new Cannondale.com, which will launch later this year.
“The changes we are making are being noticed and validated by both retailers and riders,” said Nick Hage, general manager CSG North America. “It’s great confirmation that we are headed in the right direction with all brands.”
Since joining Cannondale in 2018, Kim has worked hand in hand with Larsen to bring the Cannondale brand vision to the market. In his new role, he will continue to lead the global marketing functions for Cannondale and will now work closely with GT to do the same. Kim has extensive experience in sports marketing, brand strategy and retail, with marketing leadership roles at SUGOI and Sombrio, the Vancouver Canucks, the 2010 Olympic Games, Aritzia and the Canadian Olympic Committee.
According to Woods, the future looks bright for Cannondale, GT, and Fabric. “By the end of 2019, Cannondale will have launched fourteen new or updated bike platforms, and GT will have released eight,” he added. “We have put as much focus and innovation in our performance products for the enthusiast as we have for the casual rider, and we have developed comprehensive marketing campaigns around these products that will speak to all riders everywhere.
“Now, we have the right brand and marketing team in place to deliver on our future roadmap, and we are delighted to elevate Dennis and Nick at this pivotal time for our company.”