Univa America, Inc. (UAI) has been supporting Shimano, Inc.’s international PR and marketing. As part of a promotion from the company’s METREA, ALFINE, and STEPS product lines, which are all “Urban Ride” bike components, UAI opened a pop-up store, SHIMANO BIKE NYC, in Manhattan’s trendy SoHo district. This is the very first Shimano pop-up store in the company’s more than 70-year history. It has been exciting to promote their stylish bike components to New Yorkers who are interested in going green. New York has seen a steady increase in cyclists thanks to the introduction of more bike lanes and bike stores, making it a perfect location for the Shimano pop-up store. In addition to choosing the location, UAI has been participating in the project since the initial conceptual stages, and we have been supporting our client with store design, website arrangement, event management, media relations, store management, and social media marketing such as Facebook, Twitter, and Instagram (@shimanobikenyc) to reach as many people as possible.
We also held a reception for the media on June 22, the day before the opening. More than 100 journalists from outlets including the New York Times and Bicycle Magazine came to the store. In addition to Shimano’s press conference, we let those present experience “the comfortable urban life with bikes” by test driving cutting-edge bikes equipped with Shimano parts. The party was a success, giving our client confidence that choosing New York for the company’s first pop-up store was an excellent decision.
The doors are open for people who want to check out the showcase and rent a bike. In addition, we are organizing lots of events such as a New York bike tour conducted in collaboration with a bike-related NPO and a clothing brand, and a workshop series where we invite influencers who love bikes. The store will be open only through August 20, but we will continue to carry out promotions that show both cyclists and non-cyclists how bikes can change their lifestyle for the better. Click here for more info about SHIMANO BIKE NYC.
