UK cycling retailer Evans Cycles has tapped London-based Fusion Media to handle its PR and social media brief.

The brand, which is coming up for its 100-year anniversary in 2021, has 62 stores across the nation and runs a substantial ecommerce operation. As such, the agency will be tasked with telling this story, by touching down with niche and national media, as well as adapting the social media presence.

James Backhouse, marketing director at Evans Cycles, said: “Fusion is the only agency we’ve ever met who ‘get’ cycling, and we’re really excited to be working together. We chose them because of their expertise, passion and clear enthusiasm for the job. We need an agency that can communicate authentically with the core audience in cycling, but also take us to new and more mainstream audiences.”

Adam Tranter, founder and director at Fusion Media, added: “We’re excited to work with a brand with such heritage and one that shares a genuine deep-rooted passion for cycling. We’re looking forward to working with Evans Cycles to share their story with both new and existing audiences.”

The agency was founded in 2008, and boasts clients such as Strava, Red Bull, Wahoo, Ribble Cycles, Shimano, Telegraph Events, Madison and Royal Dutch Gazelle.