Digital Storytelling

Trek Finds a New Holiday Marketing Tradition With Fundraising Effort

Its Buffalo Bicycle was featured as Bike of the Year to raise awareness about the cause

three images of children in africa standing next to bikes and smiling — World Bike Relief primarily targets students, health care workers, farmers and entrepreneurs in developing countries.Trek, World Bike Relief

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This past holiday season, Trek tried out a new approach to its holiday marketing strategy, one that might become an annual tradition for the brand.

Since 2005, the bike maker has partnered with bicycle distribution nonprofit World Bicycle Relief to bring Buffalo Bicycles to disadvantaged people in countries such as Colombia, Kenya, Zambia and Zimbabwe. The bikes, which are easy to ride and maintain, allow people to travel long distances or transport materials they would otherwise have to carry by hand.