Re-establishing Bell’s position as a prominent lifestyle brand, beyond the endemic motorcycle and bicycling industries it serves, and within the mainstream consumer realm.

Through the 60s, 70s and 80s, the Bell oval was an unmistakable icon amongst mainstream lifestyle brands, but since, had lost some of its mainstream luster. Bell’s 60th Anniversary provided the ultimate platform to revitalize the brand with mainstream lifestyle media. The Brand Amp brought Bell to New York City for an elaborate 60th Anniversary brand showcase in Manhattan’s trendy Garment District. With the support of long-term client Carhartt, the team transformed the existing Carhartt showroom into a comprehensive Bell brand experience, showcasing its 60-year legacy. The showroom dramatically characterized the brand through vintage American icons like Steve McQueen and Evel Knievel and modern two-wheel daredevils like Jamie Bestwick and Robbie Maddison, along with the helmets that empowered them to accomplish the previously unthinkable. In addition, Bell’s new extensive apparel lineup was woven throughout each display area to capture the timeless style of the Bell brand and its indelible place within two-wheel culture. For weeks leading up to the event, the team reached out to various media outlets across NYC, from lifestyle and fashion to sports and business media, to come out and experience the Bell brand in all its glory.

With attendance from more than 30 top-tier national magazines and websites, the showcase proved an overwhelming success in both driving significant national media coverage, but also in establishing relationships with these influential American media that will provide significant benefits to the brand ongoing. Coverage highlights included features from Fortune, Gizmodo, Men’s Journal, Bicycling, Cool Hunting, Details, Men’s Fitness, and more.