Pacific Cycle has appointed Brand Sense Partners to represent two of its top bicycle brands, Schwinn and Mongoose.

Brand Sense is now planning to extend the 115-year-old Schwinn brand and BMX and mountain bike brand Mongoose into a range of new categories around the world.

“Pacific Cycle, with its storied bicycle brands such as Schwinn and Mongoose, has fostered deep connections with consumers of all ages that can be tapped to expand beyond the world of cycling,” says Ramez Toubassy, president and chief executive officer, Brand Sense. “We plan to translate the strong brand awareness and affiliation into new product categories that will enhance the overall consumer experience.”

Those categories include fitness nutrition and beverages, apparel and accessories, outdoor recreation, video games, consumer electronics and toys and collectibles.