Web Bicyclists Ride With Martin

The Martin Agency has been named the first agency of record for Performancebike.com.
The Web site, owned by Performance Inc. of Chapel Hill, N.C., will relaunch an expanded and re-designed venue in March 2000 with a print and television campaign. Martin’s Charlotte, N.C., office will do creative; media will be handled at the Richmond, Va., headquarters.
The client would not reveal the media budget. One source put the figure in the $3-5 million range.
Stuart Westland, vice president and director of marketing for Performancebike.com, said the shop’s “outstanding creative reputation . . . [as] an aggressive, cutting-edge agency” led to the partnership.
Other agencies participating in the three-week review were McKinney & Silver and Howard Merrell & Partners, both Raleigh, N.C., and Loeffler Ketchum Mountjoy in Charlotte, N.C. McKinney said it only had a preliminary meeting with the client.
The 17-year-old Performance Inc. sells bicycles, bike accessories and apparel, all of which will be sold via the Web site. The venue will also provide information about biking events, health and tech tips, equipment reviews, biographies of top cyclists and sports news reports.
“This is . . . one of those accounts that every agency would love [because] it offers huge creative opportunities,” said Martin associate creative director John Boone.
“Now maybe we’ll get some exercise,” said David Oakley, head of the Charlotte office. K