Schwinn Cycling & Fitness, Inc.: Established 1895. Re-Established 1994. campaign

As the most famous name in U.S. bikes, Schwinn had a long, enviable history.

Schwinn Cycling & Fitness, Inc.: Established 1895. Re-Established 1994. campaign

Chris Amorosino

Overview

As the most famous name in U.S. bikes, Schwinn had a long, enviable history. Children coveted Schwinn bicycles during their heyday in the 1950s and 1960s. But when the bicycle industry transformed itself in the late 1970s and early 1980s, Schwinn's marketers ignored the changes. The company dropped from a 25 percent market share to just 5 percent and filed for bankruptcy in 1992. New owners brought Schwinn back by changing virtually everything about the company.

To announce the company's metamorphosis, in September 1993 Schwinn launched a...

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