Makes hundreds of users happy by providing a global, easy to use Digital Asset Management System – with celum IMAGINE


Specialized is one of the world’s largest bicycle brands. In 1981, Specialized revolutionized the biking industry by bringing mountain bikes to the general public, and it has been committed to its company motto “Innovate or Die” ever since. Specialized’s practice of selling its products exclusively in bike shops generated a great deal of enthusiasm among the dealer community, translating into a high degree of brand loyalty. The company sponsors more than 300 athletes around the world, including many Tour de France racers and professional mountain bikers.  

In the past, product data and images were distributed via CDs and DVDs, which were often lost or misplaced. In its quest to provide customers and dealers with a superior brand experience, Specialized wanted to ensure global alignment when it came to local dealers marketing Specialized and Global Bikes products. In order to create an integrated brand, they were looking for an easy-to-use system that would be able to distribute digital product images to employees and affiliates all over the world and give them immediate access to unified product information.

“Most importantly, I need to make sure that all marketing departments, worldwide, have access to the support they need from headquarters to maintain a globally consistent brand while also allowing them to cater to local market needs. We've got subsidiaries in Canada, China, Czech Republic, Denmark, France, Germany, Holland, Italy, Japan, Mexico, Portugal, Spain, Switzerland, Taiwan, UK and Uruguay, in addition to a large network of distribution companies in many other countries, so my role relies very heavily on communication and collaboration on a truly global scale.”
Chris Matthews, Global Marketing Integration Manager
Specialized Bicycle Components

With celum IMAGINE, Specialized Bicycle Components helps assist hundreds of independent bicycle dealers by providing a global, easy-to-use Digital Asset Management System. Specialized chose celum IMAGINE because of its well-designed user interface loaded with helpful features, which is easily understood by non-tech-savvy users all over the world.
Within two months, Specialized had fully implemented the Enterprise Digital Asset Management Solution celum IMAGINE, enabling them to freely share digital content with international staff, dealers, members of the media and external consultants.
From marketing manager to international dealer, everyone has easy access to the latest product information, either integrated into their desktop environment or through web-based Specialized information portals. Information can also be distributed through an innovative PIN-link system. A link is sent from the celum server along with a PIN, which identifies the availability period for the recipient as well as the quality in which recipients may download the digital assets.

Led by founder and CEO Mike Sinyard, Specialized Bicycle Components was founded in 1974 “by riders, for riders,” and has been a leading innovator in the bicycle industry, constantly pushing the boundaries of bike technology. Headquartered in Morgan Hill, California, with a global distribution, the company focuses on giving every rider a better experience by delivering functional, technically-advanced equipment that improves performance.

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File Size Type Date
Specialized Case Study (EN) 626 KB PDF 02/08/11