Louis Garneau Sports chooses Cossette | Cossette

Louis Garneau Sports chooses Cossette


Louis Garneau Sports chooses Cossette

Following its recent acquisition of Canadian brands Sugoi and Sombrio from Dorel Industries (TSX: DII.B, DII.Al), Louis Garneau Sports (LGS) has announced that it will be working in tandem with Cossette to define a transformation strategy that includes marketing and communications, which will allow the group to fuel its growth on the international stage.

“We’re reinventing ourselves to not only democratize cycling, but also be a disruptive player in the industry, which admittedly can be a bit conservative,” explained Louis Garneau, President and Founder of LGS. “Our goal is to make the bike both a mode of transportation and a lifestyle. Now with a stronger-than-ever portfolio of brands and products, we truly embody a cycling solution that’s relevant for everyone, whether they view biking as a passion, a pastime or just the best way to get to work.”

Capitalizing on the momentum created by the arrival of the second generation of Garneaus within the company, LGS along with Cossette is revamping its business model and repositioning its communications platforms in order to better respond to consumers’ needs and better equip its partners, found in 50 countries around the world. It will be an in-depth transformation for the company that will be applied simultaneously throughout the organization.

“By developing brands’ like Louis Garneau Sports’ ability to provide concrete solutions to concrete problems, we enhance their growth potential and—perhaps more importantly—we stimulate their internal and external vitality”, said Alexis Pinard, Strategic Lead and Brand Expert at Cossette.

About Cossette

Cossette is a fully integrated marketing communications agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016 and 2017. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.

About Louis Garneau Sports

Founded in 1983, the Louis Garneau Group has its head office in Saint-Augustin-de-Desmaures, Quebec, and employs over 450 people. The company also operates a distribution center in Derby, Vermont, since 1987, a factory in Mexico started 10 years ago, as well as a procurement and sourcing office in China. Garneau products are sold in over 50 countries.

Garneau relentlessly concentrates its energies on development and innovation. More than ever, athletes the world over stand out and perform thanks to the latest innovations of the Garneau brand. 


For more information:

Roxanne Chaudier

514 827-8315