NEW YORK — Electric bike company Juiced Bikes has hired Diffusion to drive awareness of the brand in a crowded market.

As PR agency of record, Diffusion will raise awareness of Juice Bikes’ by highlighting the brand’s performance and safety.

Original research will be a primary pillar of the campaign. Diffusion will steer thought leadership illustrating the brand’s expertise in rider welfare and protection to consumer, tech and lifestyle media.

In addition, Diffusion will focus on building relationships for the brand via product demos and reviews garnered through seeding trials.

"For nearly 15 years, Juiced has been a leading innovator in the U.S. e-bike market obsessed with providing riders with the most performance packed and safest micro mobility products,” said Juiced Bikes chief revenue officer Kerri Kauffman.  

“When we came to Diffusion, we quickly discovered their impressive record successfully supporting challenger brands, and knew they’d be the right partner to further elevate the Juiced brand among media and consumers. At Juiced, we’re constantly challenging the status quo in the e-bike industry and through our new partnership with Diffusion we're excited to share a revolutionary new way to ride with an even broader audience," she said.

Last year, Juiced struck a $10 million partnership deal with Aima Technology Group, also an electric bike manufacture. The partnership will provide Juiced Bikes with growth investment capital, product development and manufacturing support and fund growth initiatives in US and international markets.