NEW YORK — Huffy, the quintessential American bike company, has struck a partnership with Citizen Relations, charging the agency with boosting the 125-year-old brand in an increasingly crowded category.

“We've seen a business landscape that's changing and dynamic transformation in our category in recent years, so the brand was looking for a partner with very specific capabilities and a proven track record of performance,” Huffy brand and integrated marketing director Kris Parlett told Holmes Report. “Citizen had what we needed to address these business challenges”

As brand communications agency of record, Citizen Relations’ responsibilities include marketing strategy, digital and social programming, as well as handling new product launches for the Dayton, Ohio-based company.

“Citizen will work closely with Huffy’s marketing team to help reacquaint the brand with riders and families. The team will also deliver a new brand narrative that builds trust and advocacy for Huffy and its diverse product portfolio,” Parlett said.

Pittsburgh agency Brunner is among the agencies that have recently worked with Huffy, the brand on which generations learned to ride, to reach a broader base of consumers. The brand’s campaign to get mothers on bikes garnered particular buzz.

While best known for their kids’ bikes, Huffy also makes youth scooters, balance bikes and battery operated vehicles, as well as mountain and comfort bikes and cruisers for adults.