Athletic Affair, a well-known sports marketing and PR agency based in Girona in northern Spain, has been chosen by Wilier Triestina and Miche to lead their respective global communications and marketing strategies over the next two years. This ambitious partnership aims to strengthen the international presence of both brands, using an innovative and targeted approach to engage cycling communities around the world.
The agreement is based on four strategic pillars: Marketing, Public Relations, Partnership Activation and Brand DevelopmentThe main goal is to improve interaction with cyclists and enthusiasts, supporting innovative projects and strengthening the relationship with specialized media. In particular, Wilier Triestina, already established as a technical partner of WorldTour teams, intends to consolidate its prominent position in the professional cycling sectorMiche, in turn, with its experience in the all-Italian production of precision components, complements this vision with its commitment to excellence and innovation.
Founded in 1906, Wilier Triestina represents a symbol of quality and Italian tradition in the high-performance bicycle sector.Miche, for its part, adds value to this legacy with cutting-edge solutions in component design, ensuring high, very high level performance and reliability.
A bridge between brand and community
«We are extremely proud to collaborate with two iconic brands such as Wilier Triestina and Miche – said Xavi Güell, co-founder of Athletic Affair - And This partnership not only demonstrates their confidence in our ability to create campaigns with global impact, but it also offers us the opportunity to support their development in the dynamic Southeast Asian market, thanks to our new office in Singapore."
Athletic Affair, already known for its commitment to projects that generate a positive impact on society and the environment, represents a true bridge between brands and communities. With a direct focus on shared values and a passion for the outdoors, the agency has in fact demonstrated its ability to build authentic and lasting connections.
This collaboration between Athletic Affair, Wilier Triestina and Miche marks an important step in the growth path of the two Italian bike brands. Thanks to the strategic support of Athletic Affair, they are now even more organized to consolidate their role as protagonists in the world of global cycling.
