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Fusion Media, an integrated PR and marketing agency specialising in cycling, sport and public affairs, has been appointed by Decathlon to lead global communications, paid media, and marketing for its cycling brand, Van Rysel.
This appointment follows Fusion Media’s campaign to launch Van Rysel earlier this year in the UK.
The expanded remit will see Fusion Media supporting Van Rysel’s growth across key markets, including Germany, the USA, Italy, France, and China.
Fusion Media will manage a comprehensive range of services, including media relations, media buying, influencer marketing, and the organisation of physical events.
Van Rysel, originating from Lille, France, is one of four new specialist brands launched under Decathlon’s recent global strategy.
Founded in 2018, the brand is committed to supporting cyclists at every level, offering a diverse range of products for performance-oriented riders at more accessible prices.
Perrine Chudy, head of global communications at Van Rysel, said: “It’s been brilliant working with the Fusion team this year and we’ve seen a real step change in our communications, positioning and awareness.
“To now apply these successes to our global strategy is super important and we are excited to see what the team at Fusion can achieve.”
Launched in 2011, Fusion Media is known for its work with brands such as Red Bull, Shimano, Orbea, Le Col, Wahoo, and MyWhoosh.
The agency continues to expand its global presence, securing new international accounts and growing existing accounts.
Wiesia Kuczaj, managing director of Fusion Media, added: “It has been a pleasure to work with Van Rysel, they have such a passionate and committed team.
“The response from UK media and consumers has been fantastic, so we are excited to be able to expand our work globally.”
With its headquarters in London, Fusion Media now boasts a global team with staff in Germany, the Netherlands, and the USA, ensuring it can meet the international needs of its diverse client base.
