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Toronto-based cycling manufacturer Cervélo announced that it enlisted Toronto agency Juliet for upcoming product launches and a broader marketing strategy as it looks to grow its audience.

Juliet is tasked with raising Cervélo’s brand awareness outside of niche cycling communities, while also making the process of buying a high-end bike less intimidating for casual consumers.

Cervélo was established Toronto in 1995, and considered a favorite of both hard-core cycling enthusiasts and casual riders. Its brand, with 18 bicycles across five product lines, has been built its brand largely through a combination of word-of-mouth and involvement with high-profile cycling events such as the Tour de France and the Olympics.

It recently partnered with the Italian supercar manufacturer Lamborghini on a limited-edition version of its P5X triathlon bike, featuring a custom yellow paint scheme designed at Lamborghini’s Centro Stile design lab.

Sarah Taylor, marketing manager, road cycling, for Cervélo in Toronto, said: “Juliet is a great fit for us,” adding, “There are not a lot of layers within the agency, and they’re happy to become part of our team.”

Juliet co-founder Sarah Stringer describes Cervélo as a “dream assignment” for the new agency. “Their bikes are feats of engineering, and faster than anything on the planet,” she says. “You can’t help but fall in love with a brand like that.”

According to the most recent data from Statistics Canada, cycling is growing in popularity in Canada, with 12 million Canadians – approximately 41% of the population – reporting cycling in the previous year.

Work is expected to launch throughout the year.