When a cool, new thing outgrows its trend status and settles into being mainstream is when popular brands start slapping their names on them. Brands are precious and sacred and most companies never take lightly the decision to put their name on something that may in any way detract from a carefully crafted image. Branding cruisers certainly isn’t new, but interest in attaching popular product names and companies are definitely on the uptick, thereby extending the reach and recognition of the cruiser bicycle as a reliable means to expand a message.

The rich, storied history of these classic machines aside, this new cross-branding approach to marketing is all the proof we need that cruiser bicycles are a hot commodity.

“Co-branding might be instigated by one side or the other, depending upon objectives,” says Doug Martin, marketing director at Felt, which produces a bicycle with Hurley, a surf company. “Hurley does it because they see it as an extension of their surf culture and as a larger branding tool. The benefit to both Hurley and Felt is mutual – we are each exposed to a larger audience without it being a shotgun approach to branding.”

Beer companies jumped on the bandwagon early on, with Rolling Rock working with Schwinn and developing a custom cruiser as a way to express their brand. Then came Rocky Mountain brewers New Belgium who have developed a cult-like obsession by releasing a custom cruiser every year for the past 10 years.

Additionally, there has been the Gap cruiser bicycle in an ad campaign in 2008, Cadillac now makes a full line of fat-tired bicycles, as well as major universities, YAHOO! and even Madonna have jumped on board the branded bicycle bandwagon in recent years.

Nirve could be said to have reignited the practice of using a branded bike as a marketing tool when they partnered with Paul Frank industries, which was followed in short order by well-known names like Hello Kitty, John Deere and West Coast Choppers, to name a few.

“It started with the Paul Frank project (in 2002),” says Dan Bon, Nirve president and CEO. “It was so successful, others took note. …and it’s just snowballed from there.”

The attraction to the cruiser bicycle by big name brands is understandable; the bicycles have a long and storied history that is aligned with purity, simplicity and fun. They appeal to a wide audience at a time when energy efficiency and the environment are cool things to pay attention to.

If you could put a brand name on a slice of apple pie, it would have been done. Instead, the thick frame of a cruiser bicycle is the next best thing to a billboard.

“Cruisers are a healthy thing and a green thing,” Bon says. “It’s a lot of positive factors that come together.

“These are rolling billboards built to last for a long time to come.

John Deere Collectible Edition Cruiser by Nirve

• Trademark John Deere Black & Green paint scheme
• John Deer double spring saddle• Single speed
• $390 • nirve.com

YAHOO! Purple Pedals Cruiser by Electra (Townie 8i)

• 20 made, 15 given to Flickr members to record with
• Schwable Fat Frank 26×2.35 tires• 3-Speed Nexus hub and roller brakes
• Not for sale, visit purplepedals.com for more info

Hello Kitty by Nirve

• Hello Kitty imprinted tires
• Women’s only
• Coaster brake
• $360 • nirve.com

The Gap Cruiser by Electra

• Alloy rims
• Coaster brakes
• $299 (kids)/$499 (adult)
• Out of production

2009 New Belgium Fat Tire Cruiser

• Produced by Schwinn
• Single speed
• Coaster brake

Cadillac Deville Cruiser

• 3 Speeds w/Nexus Hub
• Gel ultra comfort saddle
• $450
• cadillacbikestore.com

Paul Frank Skurvy by Nirve

• Available in men’s & women’s
• Black front basket
• Tractor style double spring saddle
• $360 • nirve.com