ASSOS of Switzerland Appoints PaceUp Media to Lead Global PR Activity
10th December, Ticino, Switzerland — ASSOS of Switzerland, the performance cycling apparel brand, is pleased to announce the appointment of PaceUp Media as its global PR agency. The partnership marks a significant step in ASSOS’s strategic communications efforts ahead of 2026.
Founded in 1976 and headquartered in Switzerland’s Ticino region, ASSOS has built a reputation as one of the most technically advanced brands in the history of cycling apparel. With nearly fifty years of engineering breakthroughs - and set to celebrate its 50th anniversary in 2026 - the brand today remains committed to equipping every rider with world-class performance apparel.
“We’re excited to partner with PaceUp Media as we enter the next phase of brand growth,” said Giovanni Lira (Global Sports Marketing & Brand Events Manager) “ASSOS is built on innovation and a deep passion for cycling, and PaceUp’s reputation of delivering results, combined with their creative and strategic capabilities, makes them an ideal partner to help communicate our story on the global stage.”
PaceUp Media, a specialist agency in endurance sports communication, will support ASSOS across global PR strategy, partnership activations, media relations, brand storytelling, media buying, and product launches. The collaboration aims to amplify ASSOS’s heritage of innovation while elevating awareness of the brand’s latest technologies, collections, team partnerships and ambassadors.
“ASSOS has long set a benchmark in premium cycling apparel, and we’re delighted to bring them into the PaceUp roster. With 2026 shaping up to be a defining year for the Swiss brand, we look forward to building on their heritage and bringing their story to new audiences worldwide“, added Ollie Gray (PR Account Director, PaceUp Media)
The partnership is effective immediately, with initial activity focusing on upcoming team partnerships and product launches for the 2026 season.
For more information, press enquiries and requests, please get in touch with jordan@paceupmedia.com
Imagery can be found here.
Jordan Matthews
About ASSOS of Switzerland
ASSOS’ passion for cycling was born 49 years ago in the heart of Switzerland, standing out with a unique focus on high-end technologies and maniacal attention to detail. To this day, after 400 Olympic and World Championship medals and 25 patents, ASSOS’ protocol has remained steadfast: “to destroy, reset, and improve.” Whether it’s developing its own textiles, exclusive fabrics within 150km from its headquarters, stress-testing prototypes with WorldTour athletes, or refining a product over the course of several years, the merging of total comfort and technical performance is the hallmark of every ASSOS product.
About PaceUp Media
PaceUp Media is a PR & comms agency that elevates the way sporting brands communicate. Launched in 2018, PaceUp helps brands, teams, and events in the sporting space meaningfully connect with people, both locally and globally.
By using a combination of PR, strategy, paid and social media management, and influencer & ambassador management, PaceUp delivers coherent communications plans for a global roster of client partners, including The ASO, MAAP, ROUVY, Basso Bikes, London Marathon, BBB Cycling, Reutte Tourism and Laureus Sport
