Le Lézard
Classified in: Sports and recreation
Subject: PDT

Schwinn and Life is Good® Launch Limited Run Cruiser Bicycles

MADISON, Wis., July 18, 2018 /PRNewswire/ -- Schwinn, a brand of Dorel Industries (TSX: DII.B, DII.A), and Life is Good, the lifestyle apparel brand on a mission to spread the power of optimism, have teamed up to launch a special edition, co-branded cruiser bike. Just 200 of these special cruisers will be available to the public in both men's and women's styles.

"Schwinn has long been known for its dedication to helping people experience the delights that come from riding a bike; that euphoric freedom is echoed by all Life is Good represents," says Milissa Rick, senior director of marketing at Schwinn. "With this partnership, we're taking those good vibes on the road."

The special edition bikes will combine the signature bright colors Life is Good is known for with Schwinn's iconic and much-loved cruiser bikes. The bikes will feature Schwinn cruiser relaxed position geometry aluminum frames and steel oversized forks for modern style. They will also include Shimano three-speed drive train with twist shifters and a coaster brake with a classic cruiser spring saddle for comfort. The women's model will also come with a hand-woven wicker basket. The bikes are 99% assembled and include a quick assembly guide with all the tools needed to finish it up and get out and ride.

"We are thrilled to team up with Schwinn, the creator of America's most iconic bicycles," says John Jacobs, co-founder and chief creative optimist (CCO) of Life is Good.  "Bikes are still the coolest mobile device you'll ever own, and this cruiser reflects the Life is Good philosophy ? it's simple, fun and functional.  We hope it helps bring everyone some positive wheel power on their outdoor adventures."

As part of this partnership, Schwinn will also donate to the Life is Good Kids Foundation. The Kids Foundation works directly with leading childcare organizations to positively impact the quality of care delivered to vulnerable children. The donation will include kids' Schwinn bikes, as well as a monetary donation.

The Life is Good/Schwinn bikes will be available for purchase exclusively at www.lifeisgood.com starting today and will retail for $499, including shipping. Bikes are available until supplies last. 

Schwinn is a brand of Pacific Cycle, a division of Dorel Industries' (TSX: DII.B, DII.A) Dorel Sports segment, encompassing several powerhouse brands, including Mongoose, IronHorse, Pacific, InSTEP, Dyno, Playsafe, KidTrax. Dorel Industries Inc. has annual sales of US$2.6 billion and employs approximately 10,000 people in facilities located in twenty-five countries worldwide.  Founded in 1895, Schwinn is an American icon, building some of the best-known and best-loved bicycles of all time. ?With a continued dedication to quality, Schwinn looks forward to providing innovation and performance to people of all ages. ?Information about Schwinn bicycles is available at www.schwinnbikes.com.  

The Life is Good Company is the original positive lifestyle apparel brand dedicated to spreading the power of optimism through art and messaging. The company donates 10 percent of its net profits to help kids in need through the Life is Good Kids Foundation. To date, the foundation has positively impacted over 10,000 childcare providers who care for over 1 million kids every year, many of whom are facing early childhood trauma. Life is Good® is a registered trademark of The Life is Good Company. Visit www.lifeisgood.com for more details, and follow Life is Good on Facebook, Instagram and Twitter.

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SOURCE Schwinn

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