PRESS RELEASE: 2008 SPECIALIZED CHALLENGE SERIES AND GIANT DIRT DEMO DAYS

SPECIALIZED AND GIANT ANNOUNCE THE RETURN OF THE SPECIALIZED CHALLENGE SERIES AND GIANT DIRT DEMO DAYS AND THEIR PARTNERSHIP WITH MORE BRANDS TO BENEFIT RIDERS AROUND THE COUNTRY

January 16th, 2008 – Chessington, UK. Specialized and Giant have announced the return of the Specialized Challenge Series and Giant dirt Demo Days. Launched for the first time in 2007 the events will be back in 2008 with more venues around the country, more dates and more challenges.

For 2008 Specialized and Giant have partnered with Singletrack, Lupine, Sram, SiS and Dirt Divas. Each partner in the venture will play its part in giving riders even more technical support and the guaranty of a safe and fun ride on Specialized and Giant’s demo bikes.

There are 6 dates and venues across the country to choose from with challenges ranging from a night ride in Scotland to women’s technical days in Bracknell. Specialized and Giant’s demo fleets and technical teams will also be at each event for men and women of all riding abilities to get the chance to test ride some of the best bikes on the market.

The venues and dates are as follows:

15th March: Carron Valley, Stirling, Scotland
30th March: Hamsterley Forest, North East
13th April: Cannock Chase, Midlands
11th May: Nant Yr Arian, near Aberystwyth, North Wales
18th May: Swinley Forest, Bracknell, South
8th June: Forest of Dean, South Wales

“The Specialized Challenge Series received a huge welcome last year and thanks to the positive feedback from riders around the country we have decided to re-launch them in ‘08 with 6 new venues and new innovative challenges”. Richard Hemington, Managing Director of Specialized.

Singletrack have taken on the role of media partner and will ensure online information and registration through Singletrackworld.com. Registration will start along with their press and online advertising campaigns early next month.

“The series of 2007 was so embraced by participants that we can’t wait to do it again,” said Ian Beasant, Managing Director of Giant UK. “The collaboration of Specialized and Giant together gives consumers the opportunities to test some of the greatest technologies on the market. We want consumers to have great riding experiences in the best environment and this series gives participants, whatever their level, the opportunity to get out, get riding and have fun.”

In 2008, the Specialized Challenge Series will also become a platform to promote the Riders Club due to launch later this year. As part of the registration, each Specialized Challenge Series participant will become a Riders Club Member, gaining free access to information on local rides and special events organised by and through the Riders Club site once launched.
The Specialized Challenge Series will also see the start of a new relationship with Breast Cancer Care. For each female rider taking part in the Specialized Challenge Series, Specialized will donate £7.99 in aid of Breast Cancer research.

“The addition of the Riders Club and our association with Breast Cancer Care as added benefit for the participant comes as a natural one as we respond to the consumers’ demand for more brand interaction and allow them to show their loyalty and support for new ventures”, said Hemington.