Athletic Affair, a leading Sports Marketing and PR agency based in Girona, has been appointed by Wilier Triestina and Miche Components to lead their global marketing and PR efforts for the next two years.
This partnership aims to strengthen the global presence of both Italian brands, providing strategic support across Marketing, PR, Partnership Activations and Brand Development.
The collaboration will focus on enhancing Wilier Triestina and Miche’s engagement with cycling communities worldwide, supporting exciting new projects, expanding their reach through innovative marketing initiatives, and reinforcing the PR relations with the cycling and sports media.
Additionally, Wilier Triestina’s commitment to the World Tour peloton will be a key aspect of these efforts, further solidifying their position as a leader in professional cycling.
Founded in 1906, Wilier Triestina boasts a substantial brand heritage – crafting high-performance bicycles with Italian precision – and is proud to be a World Tour cycling team bike partner.
Miche Components, renowned for its expertise in precision-engineered cycling components, complements this legacy with a modern-day dedication to innovation and excellence.
Xavi Güell, Athletic Affair’s co-founder commented: “We are proud to partner with Wilier Triestina and Miche, two brands that stand for excellence and passion in the cycling world.
“This appointment reflects their trust in our global expertise to create impactful marketing campaigns and connect with cycling communities worldwide.
“We are especially excited to support their growth not only through global campaigns but also by leveraging our new Singapore office to develop tailored strategies for the Southeast Asia region.”
About Athletic Affair
Founded in Girona, Athletic Affair is a Marketing and PR agency that partners with outdoor brands worldwide.
Dedicated to creating projects that leave a positive societal and environmental impact, the agency connects people, brands, and collectives, delivering campaigns that align with the values of the modern outdoor enthusiast.
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