To bring its exciting collection of 2015 bikes into the public eye, Kona puts on a well choreographed series of shows and launches in Bellingham, Washington to the Austrian Alps, central UK, and Geneva, Switzerland. “For 2015 we really felt it was important to extend our focus on presenting our bikes to dealers and press,” explains Mitchell Scott, Kona’s Communications Director. “Of course, in true Kona style, we need to do that in fun, cool, great riding locations where both dealers and press get to mingle and share notes, and most importantly, spend lots of time riding choice selections of all our new 2015 bikes.”
The 2015 season kicked off in late July and early August with Kona’s 5th annual North American dealer event in Bellingham, Washington, home to the glorious trails of Mt. Galbraith and most of the Kona product testing team. In two separate launches over the course of five days, 169 shops (out of the 500 Kona dealers in NA) were represented at the R.I.D.E. launch with 239 staff personnel attending, the largest group since we started the event in 2010. They joined Kona sales, product and communications staff for great days testing new mountain bike and road models, like the Process 134 SE and Esatto platform of Road Endurance bikes. Not to mention, hilarious nights highlighted by the 1st Annual Humu Donut Challenge.
Across the pond, Kona Europe launched the line with dealer events in Birmingham, England and the annual Peepshow at our European headquarters in Geneva, Switzerland where dealers from all over the continent descended to ride the rolling foothills of the Swiss Alps, eat fine BBQ and drink French wine. Happy times!
For the first time in nearly 20 years, Kona will not have a booth at Eurobike. Instead, we’ve taken the ethos of organizing personal, one-on-one experiences with dealers, press and key Kona staff (which we’ve been doing all over Europe since 2000). To that effect, we’ll be hosting a launch in the Austrian mountain town of Serfaus Fiss Ladis, where a new Kona Bike Park and incredible all-mountain trails and high mountain roads will play host to a rotating cast of Kona family members looking to step away from the hustle and bustle of Eurobike.