ASSOS, a historic Swiss brand active in the technical cycling clothing sector, has appointed PaceUp Media as its new agency responsible for global PR activities.A strategic choice that prepares the brand for the milestone of 2026, the year of its 50th anniversary.
Founded in 1976, with headquarters in the Canton of Ticino, ASSOS is recognized as one of the most innovative companies in the history of of bike clothing. Nearly half a century of research, testing, and patents have defined a unique method in the industry. Today, the brand continues to develop high-performance garments for cyclists of all levels. maintaining an engineering approach that aims to constantly improve materials, comfort and aerodynamics.
The collaboration with PaceUp Media marks the beginning of a new phase of international communication.
A team effort
“This partnership,” said Giovanni Lira, Global Sports Marketing & Brand Events Manager at ASSOS, “represents a key step in the brand’s growth. ASSOS' DNA, made of innovation, precision and a deep passion for cycling, finds an ideal partner in PaceUpThe agency, recognized in the endurance scene for its creativity and strategic capabilities, will support the global positioning of our brand."
PaceUp Media will work on multiple fronts: international PR strategy, media relations, partnership activation, brand storytelling, advertising campaigns, and product launch management. The common goal is to enhance the technical legacy of ASSOS and amplify its innovations, from new collections to collaborations with teams and ambassadors. Integrated communication designed to strengthen the brand's position in the premium segment of performance cycling.
«ASSOS – replied Ollie Gray, PR Account Director of PaceUp Media – has represented an absolute point of reference for quality, research and sartorial attention to detail for years. With 2026 as a symbolic year, our PaceUp team will aim to bring the ASSOS image to new global audiences., building a contemporary narrative that does justice to his story."
Dynamic communication
The partnership is effective immediately. Initial activities will involve team partnerships and product presentations related to the 2026 season. A crucial period in which ASSOS intends to consolidate its technological leadership in the performance cycling sector.
ASSOS's innovative identity is rooted in 49 years of continuous development. Over 400 Olympic and World Championship medals and 25 patents testify to a methodical approach: destroy, rethink and improveEverything is designed with Swiss precision, from the proprietary fabrics, produced within 150 km of headquarters, to the extreme testing with WorldTour athletes. Each piece is born from the balance between absolute comfort and advanced performance.
PaceUp Media, founded in 2018, is today one of the most dynamic agencies in the sports communications sector. Supports brands, teams and events in creating authentic connections with their audiences, thanks to a mix of PR, strategy, social media management, paid media, and ambassador programs. Current clients include ASO, MAAP, ROUVY, Basso Bikes, London Marathon, BBB Cycling, Reutte Tourism, and Laureus Sport.
