2023 is Schwalbe's 50th birthday, and to celebrate the brand renowned for making some of the best mountain bike tires, it is repositioning itself for the future. On day one of Eurobike in Frankfurt, at a stand populated with what seemed like hundreds of Schwalbe tire reps, decked out in the new "Schwalbe Skyblue" corporate color, they launched the new Schwalbe logo and what they say is a comprehensively rethought brand presence using the "Get There" message.
The new Schwalbe logo features a swallow bird soaring to new heights, which my rep Tim was keen to tell me symbolizes the company's values of Freedom, the joy of discovery and optimism. Also, amongst the frenzy of activity around the new branding, Schwalbe has launched some interesting new tires, updates on existing models and presented some of its new green initiatives for the future.
