Cycling specialist Hyper Bicycles has been named the official bike partner for the popular action sports entertainment brand Nitro Circus.
Under a new multi-year agreement, Hyper Bicycles will distribute and sell a range of Nitro Circus-inspired products including BMX bikes, mountain bikes and electric motorbikes for kids and adults.
The range will be available in stores by 2017.
The partnership between Hyper Bicycles and Nitro Circus has previously seen the live show’s roster of athletes such as James Foster ride its bikes in live shows around the world.
However, this is the first time the partnership has been extended into consumer products.
Peter Maule, Nitro Circus’ global head of licensing, said: “X Games medalists and Olympic champions have chosen Hyper Bicycles for its tremendous quality and cutting edge innovation.
“That credibility, built over Hyper’s 26 year history, speaks volumes and is perfectly aligned with the Nitro circus brand. Having such an established partner in this important category is definitely a major win for us.”
Hyper Bicycles CEO, Clay Goldsmid, added: “We see a strong synergy between the Hyper and Nitro Circus brands. We share a dedication to action sports and competition with the crowds that come out to see Nitro circus and the loyal customers who have supported Hyper for more than 25 years.”
The recent deal follows the launch of Nitro Circus’ e-commerce platform in May this year and has been billed by the firm as the latest move in Nitro Circus’ ‘comprehensive licensing and consumer products strategy.’
“Nitro Circus will continue to roll out an expansive global collection in the coming months across both soft lines and hard goods featuring sporting goods, toys, video games and more,” said the firm.