Recently acquired NY shop Firstborn was just awarded digital duties for 40-year-old Cycling Sports Group brand, Cannondale. According to the parties involved, there was a “full on review” for the business, which began in October 2010.

As a result, Firstborn will initially develop a digital strategy and site experience for the brand, with its efforts premiering at Cannondale.com this summer. In a statement, Frank Hwang, the latter company’s director of global marketing, explains their decision, saying, “We looked for an agency that could translate our passion for cycling into a best-in-class digital experience. Ultimately, we want dealers and consumers to be able to re-create the physical Cannondale experience in a global web environment. For all these reasons and more, we selected Firstborn as our digital partner for this project.”