A Legacy Worth Protecting.

Chris King didn’t need a new reputation. It needed a new way to put that reputation directly into the hands of riders.

For half a century, Chris King Precision Components has earned an almost unmatched level of respect within the cycling world. Its hubs, headsets and bottom brackets are known for obsessive engineering, legendary performance and a commitment to making components that last a lifetime. But as new competitors entered the category—and the relationship between brands and consumers continued to change—even an icon had to evolve.

Historically, Chris King operated primarily as a B2B brand, building its business through an extensive network of trusted dealers and bicycle retailers around the world. The opportunity was to create a stronger direct relationship with the people actually riding its products—without diminishing the dealer partnerships that helped build the brand.

SERVICES
  • Key Messaging
  • Audience Segmentation
  • Market Strategy
  • Media Planning
  • Digital Media
  • Social Media
  • Website development
From Industry Icon to
Consumer Brand

DHX helped Chris King make the shift From iconic B2B dealer-focused manufacturer to a more accessible, customer-focused B2C brand.

We began by sharpening the story behind the components: the proprietary technology, precision manufacturing, sustainable practices and relentless attention to details most riders may never see—but experience on every ride.

That story became the foundation for a completely new digital experience designed around the customer. We restructured the website to make Chris King products easier to explore, understand, compare and purchase, while creating career paths for mountain, road, gravel and e-bike riders to find exactly what fits their bike and the way they ride.

Engineering the Entire Experience

The new website was supported by an integrated system of digital advertising, product launches, social content and campaign creative that brought Chris King’s closer than ever to their consumers.

Instead of simply showing beautifully machined components, each journey explained why each component performed better and how. It translated complex engineering into meaningful rider benefits, transformed product details into compelling stories and gave the brand a stronger, more consistent voice across every consumer touchpoint.

The result is a B2C experience worthy of the Chris King name—one that protects the legacy, strengthens customer loyalty and gives a new generation of riders more reasons to understand, choose and believe in King.