Crossfire trail bike launch

Is unknown to many. That notwithstanding, Lee Cougan has bundles of pedigree. Founded in the US in 1977, the brand was imported into Europe by the Stardue Group until being acquired outright in the early 2000s.

Was to launch a performance cross-country bike engineered to perform at World Cup level, from a competitor brand with relatively low recognition relative to the incumbent brands in the space. Knowing how congested the average endemic tech journalist’s calendars are in March, we knew we had to think outside the box and explore an alternative to a brand-owned launch event.

So we...

Looked to connect Lee Cougan with the world’s leading media in a receptive environment. We got in touch with the guys at Bike Connection Agency, who do all the heavy lifting when it comes to getting journalists together in a space where the bike could demonstrate its full potential.

Seeing an almost box-fresh brand reach the eyes of more than 13 million people overnight on launch day, in six different languages.

The bike. It’s so much fun. Ollie is convinced XC is due to make a resurgence (any moment now…) and this bike shows that Lee Cougan are ready to step into the very top tier of MTB brands.

Continuing to strengthen relationships with the best tech writers in the world, and meeting some new faces while we were at it.