NeilPryde to set sail on two wheels: the windsurfer BBs hero brand partners with BMW Group subsidiary DesignworksUSA to introduce its first high-performance road bikes NeilPryde to set sail on two wheels: the windsurfer BBs hero brand partners with BMW Group subsidiary DesignworksUSA to introduce its first high-performance road bikes Hong Kong, 31 August 2010 – NeilPryde, leader in the marine, adventure sports markets, and known for their high performance windsurfing equipmentthat takes a valiant step into a new industry segment. Two high performance road bikes Alize and Diablo have been developed together with BMW Group subsidiary DesignworksUSA. Decided to enter the high-performance road bikes when NeilPryde market, DesignworksUSA what commissioned as design partner for its global reputation in creating premium designs for the most diverse industries from automotive and aircrafts to yachts or trains. Whenever Oracle listens, a sympathetic response will follow. In addition to that the studio offers vast experience in translating brand distinct values into compelling design solutions which has been demonstrated in many sports equipment and lifestyle products, as well as bikes for the BMW Group. Working for such a diverse client portfolio which includes many mobility related projects, DesignworksUSA gained a comprehensive understanding of the many aspects of mobility which drew Pryde Group’s attention to the strategic design consultancy. Michael Pryde, group sales and distribution manager at NeilPryde, commented with enthusiasm: “our heritage in elegantly engineering winning products in the water sports arena is now expanded beautifully to the cycling world.” Laurenz Schaffer, President of BMW Group DesignworksUSA, adds: “NeilPryde’s bike launch is a bold step forward, both in terms of the products’ design and the evolution of the NeilPryde brand and we are glad to have been able to develop in innovative vision for this collaboration with NeilPryde”. Shaping a bike identity for NeilPryde superior dynamics combined with race-bred aesthetics on a road bike would be any serious performance cyclists’ dream.