Cycling and running apparel manufacturer Pearl Izumi will give consumers who buy a pair of 2004 Pearl Izumi running or cycling shoes a free Pearl Izumi technical moisture transfer Boulder T or a pair of Pearl Izumi Attack cycling shorts.
The promotion, centered around the tagline “There’s No Such Thing As A FREE LUNCH. So What, This Is Way Better,” will appear in national print ads, e-mail and Web site communication and on in-store P-O-P collateral materials at 600 specialty shops. The print ads will appear in the June issues of national magazines including Runner’s World, Bicycling and Mountain Bike.
Pearl Izumi gave a sneak preview of the campaign at the Boston Marathon exposition in Boston over the weekend, and heard plenty of positive feedback, company spokesman Geoff Shaffer said, adding that it was a chance to introduce runners to cycling.
“Cyclists and runners are the same kind of person. They want to get up at 5:30 a.m. for go for a ride or a run because if they don’t, their day won’t be complete,” Shaffer said.
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