Schwinn Announces Olympic Gold Medalist and Mom, Summer Sanders, as Brand Ambassador

Schwinn is proud to announce Olympic gold medalist Summer Sanders as brand ambassador for Schwinn's family- friendly, fun bicycles. With Sanders as the new face of the brand, Schwinn will continue to encourage families to get out and ride together. An Olympian, avid athlete and mom, Sanders is the perfect partner for Schwinn connecting with its core audience – the active mom.

“It's an honor to be a part of the team,” says Sanders, “I look forward to getting families excited about Schwinn and getting them on bikes. Being active is so important to a healthy lifestyle. It's never too late to start.”

As such an influential figure, Sanders is the ideal spokesperson to represent Schwinn's great American-rooted lifestyle products. As brand ambassador, Sanders will touch upon the following:

May Bike Month: With bike season upon us, Summer will get families excited about riding whether it's around town or a fun, family race, the possibilities are endless.

Bike tips: Summer will offer up suggestions for the best Schwinn bikes, joggers and trailers for kids, parents and families, providing healthy tips on how to incorporate them into busy schedules.

Lifestyle tips: Suggesting ways that families can stay fit together especially when it involves riding a bike.

ABOUT SUMMER SANDERS

Summer Sanders was the most decorated swimmer at the 1992 Barcelona Olympic Games. Since then, Summer has remained in the spotlight as a primetime TV sports commentator and a media celebrity. In her compelling memoir, Champions Are Raised, Not Born: How My Parents Made Me a Success, Summer discusses what gave her the drive to consistently give all she had, no matter what the challenge, as well as how she developed her self-assurance and raw courage. Whether for the boardroom or the classroom, Summer's keynotes provide surprisingly simple answers and reveal what truly develops a champion. To learn more about Summer Sanders, visit www.summersanders.net.

ABOUT SCHWINN

Founded in 1895, Schwinn, part of Dorel Industries (TSX: DII.B, DII.A), is an American icon, building some of the best-known and best-loved bicycles of all time. Schwinn is the memory of first learning to ride as a child. It's the freedom of pedaling around the neighborhood before you were old enough to drive. It's watching your children go without training wheels for the first time. With a continued dedication to quality, forever synonymous with the Schwinn name, America's most famous bicycle brand looks forward to providing another century of innovation and performance to people of all ages. Information about Schwinn bicycles is available at www.SchwinnBikes.com. Be sure to follow Schwinn on Twitter at @RideSchwinn and like Schwinn on Facebook at Ride Schwinn.

MEDIA CONTACT:
Mfa, Ltd.
Sofia Whitcombe
swhitcombe@mfaltd.com

Schwinn’s Bicycle Bell Choir to Donate Bikes to Children In Need
Share an E-Carol Greeting and Help Donate Bikes This Holiday Season

December 15, 2010- A new bicycle is always at the top of a child's holiday wish list, and this year , America’s iconic bicycle brand, is helping make sure that kids across the country get their wish. Through the new “Bells for Bikes” campaign, you can help Schwinn donate over 500 bikes, valued at more than $65,000, to local Boys & Girls Clubs across the country. Schwinn is a premium brand of Pacific Cycle Group, part of Dorel Industries (TSX: DII.B, DII.A).

Now through December 25th visitors to www.SchwinnBellChoir.com will be able to listen to the Schwinn Bicycle Bell Choir perform classic carols, such as Deck the Halls, Jingle Bells and Auld Lang Syne, as well as spread the holiday joy by sharing e-carols with friends and family. For every song shared, a dollar will be contributed to the purchase of a bike and helmet for a child in need, up to $65,000, at local Boys & Girls Clubs.

“At Schwinn, we want to make sure that all children have the opportunity to experience the joy of riding a new bike, especially during the holiday season,” said Lori Peters, Director of Marketing, Schwinn Bicycles. “We hope that our bikes will help make their holiday season a little brighter.”

“Our goal at Boys & Girls Club is to enable young people to reach their full potential and help them live fuller, more productive lives,” said Terryl McKaye, Vice President of Marketing & Communications for the Boys & Girls Clubs of the Twin Cities in Minneapolis. “I know that my colleagues across the country, from Denver to Durham to Hartford join me in underscoring the importance of giving during the holiday season to kids in need. We are thrilled that Schwinn is helping us enrich the lives of youth this holiday season with the ‘Bells for Bikes’ campaign.”

For over 100 years, Boys & Girls Clubs have provided youth a safe place to learn and grow. From hosting education, character and leadership programs to helping youth develop their creativity; Boys & Girls Clubs are an important part of the lives of millions of young people nationwide.

For more information on how to participate in “Bells for Bikes” visit: www.SchwinnBellChoir.com.

ABOUT SCHWINN
Founded in 1895, Schwinn is a premium brand of Pacific Cycle Group, part of Dorel Industries (TSX: DII.B, DII.A). Schwinn is an American icon and has built some of the best-known and best-loved bicycles of all time. It has been an indispensable player in revolutionizing bicycling around the world. With a continued dedication to quality, forever synonymous with the Schwinn name, America’s most famous bicycle brand looks forward to providing another century of innovation, freedom and performance to people of all ages. Information about Schwinn bicycles is available at www.SchwinnBikes.com.

MEDIA CONTACT:
Jessica Antle
(203) 749-7087
jessica.antle@cyclingsportsgroup.com