Adapting to Crisis How Bike Brands Are Navigating a Boom Fueled by Covid-19 More consumers are cycling for exercise and as a transportation alternative Specialized's “Learn to Ride Again” emphasizes the joy of riding a bicycle. Specialized By Nicole Ortiz July 12, 2020 Key insights: Since many bikes are manufactured in China, the novel coronavirus and the U.S.-China tariff war held up shipping, leading to a shortage. Increased sales started in urban areas, then spread to suburban and rural places. “Unprecedented” is an apt way to describe 2020 so far. And while that’s not necessarily a good thing for most of the marketing world, the bicycle industry has seen an unprecedented amount of growth. Click for more from this issue This story first appeared in the July 13, 2020, issue of Adweek magazine. Click here to subscribe. Nicole Ortiz @neco_ornot email@example.com Nicole Ortiz is a senior editor at Adweek, overseeing magazine departments such as Trending, Talent Pool, Data Points, Voice and Perspective.