Athletic Affair opens Singapore office to expand global presence

Athletic Affair, the Girona-based marketing and PR agency, has announced the opening of its new Singapore office.

The business, founded by Xavier Guell and Jordi Pujol, has built its business working with brands across cycling, running, and active lifestyle sectors.

On sharing the news, the business states “This strategic expansion marks a significant milestone as the agency extends its expertise beyond Europe, embracing the vibrant and dynamic markets of Southeast Asia.

“As the regional hub, Singapore will serve as the gateway for impactful cycling and running projects across Thailand, Malaysia, Indonesia, the Philippines, and South Korea.”

Why Southeast Asia?

The decision to establish a presence in Singapore was driven by a combination of strategic market insights and the growing demand from our clients to grow brand awareness in the region.

Southeast Asia boasts a rapidly expanding economy, a young and active population, and a rising interest in health, wellness, and adventure sports.

These trends create an ideal environment for the growth of sports brands, making it a key area for expansion.

“Our experience connecting brands with outdoor audiences across Europe has highlighted the importance of deep market insights and cultural understanding,” stated Jordi Pujol, Co-Founder of Athletic Affair.

“In Southeast Asia, we see a unique opportunity to craft localized campaigns that resonate deeply with the community while delivering international impact for our clients.”

The SEA office will serve as a regional hub, providing services across three core pillars:

● Public Relations (PR): Crafting authentic stories that resonate with the sports community.

● Marketing: Designing tailored campaigns to build brand awareness and drive meaningful engagement.

● Business Development: Facilitating strategic growth, partnerships, and market entry for sports brands.

A strong start in Southeast Asia

Athletic Affair has already started working in the area completing two major projects set to be unveiled in the near future.

The agency has also established strong relationships with key local figures, partners, and strategic points, setting a solid foundation for its operations in Southeast Asia.

“Expanding into Southeast Asia is an ambitious step for us,” said Xavi Güell, Co-Founder of Athletic Affair.

For Athletic Affair, the move isn’t just about entering a new market; it’s about embracing a region with immense potential and a deep connection to the sport. Southeast Asia’s diverse landscape and active lifestyle provide the perfect environment for the kind of projects we love to create.

Güell further adds: “We are excited to collaborate with both local and international brands, combining global perspectives with regional insights to craft authentic experiences. The warm reception and trust shown by our clients and partners confirm that we are on the right path.”

“This expansion enables us to push the boundaries of what’s possible in sports marketing, using our unique storytelling approach to strengthen our clients’ presence and business development in the area.”