The agency has been briefed to use social media and partnership marketing to drive awareness of the brand with key influencers and user groups.
The brand is owned by Specialized Bicycles, a global bicycle and bicycle equipment manufacturer. Globe is understood to be aimed at a broader non-cycling audience.
Anne Immelman, communications executive at Specialized UK, said that social media represented a "great opportunity" for the globe brand in the UK.
Gravity Thinking was set up in 2007 by Stephen Firth and Andrew Roberts, who are former board members at Chemistry Communications. The agency currently works with Heineken UK, William Grant & Sons, Maximuscle sports nutrition and Racing UK.