Specialized Launches Globe as Stand-Alone Brand

Globe

At the BRAIN dealer tour in Minneapolis this week, Specialized launched their new 2010 Globe line of lifestyle bicycles. Not actually a new brand to the Company, Specialized first launched Globe models in the early 1990s to a lukewarm response. Last year, in the midst of growing consumer demand for urban bikes, Specialized re-launched the line with five models. 

This year, Specialized is pushing to give Globe its own identity, built around a simple look with no branding except for a Globe head badge. The aesthetic of the Globe brand is one of “considered, thoughtful design,” according to lead engineer, Amber Lucas. Robin Sansom, formerly of Kona, will head up the Globe brand and Garrett Chow will join the team as a brand identity specialist.

For 2010, Globe will carry over two models from the 2009 line—the Vienna commuter and the Carmel comfort bike. The new Globe bikes include the Roll steel frame fixed gear bike, the Live with integrated front basket and fenders and the Haul with integrated front rack and rear wood deck.

The Globe website should be coming soon….

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