Cinelli & Columbus Appoint PaceUp Media to Deliver International PR Activity
12th June, Milan - Italian bicycle manufacturer Cinelli and sister company Columbus, the renowned frame tubing and components manufacturer, have collectively appointed PaceUp Media, the PR and communications agency for sporting brands, as their international PR agency.
London-based agency PaceUp has partnered with the Milan companies to support growth in key international markets through PR activity including global media outreach and relations, product launch activation, ambassador management, events and region-specific strategy.
Cinelli Chairman Victor Luis commented: “The Cinelli brand has rich meaning to different people. For some, it's a symbol of Italian cycling heritage rooted in tradition and innovation. For others, it represents the creative spirit of the global courier and fixie scenes. And today, it also stands for cutting-edge performance in high-tech carbon manufacturing. Our opportunity is to communicate this multifaceted identity in a way that resonates with each of our communities while celebrating the brand’s unique ability to unite them. As such, we were looking for an agency partner with an intrinsic knowledge of the industry and a deep understanding of the nuanced consumer landscape, to support in navigating this exciting new chapter for the brand. PaceUp Media has a reputation for delivering results and the shared passion for cycling shone through from the outset. We look forward to working closely together.”
Founded in 1948 by former pro cyclist and winner of Milano - San Remo, Cino Cinelli, the brand has always stood at the intersection of performance and design. Pioneers of the iconic A1 quill stem and partner to a wide range of artists, brands and cultural icons globally, today, Cinelli offers a range of road, gravel, adventure and urban bikes, together with a range of accessories and apparel. The brand re-established its framebuilding facilities onsite in its Milan HQ in 2023, for the first time since 1981, creating the shortest supply chain with Columbus tubes to complete bikes in the same facilities.
Columbus dates back even further, founded in 1919, before going on to become the most iconic tubing manufacturer in the cycling world. Columbus acquired Cinelli in 1978. Both brands were acquired by Asobi Ventures in 2021 with a view to invest in talent, product development and operating systems to create a scalable model for the long-term development of both Cinelli and Columbus brands.
PaceUp director, Tom Copeland: “Cinelli and Columbus are undeniably iconic brands and, with ambitious plans for growth and product development already underway, we’re joining the story at an important time. Our whole team is passionate and excited about where the brand is headed and the contribution we can make to that, whilst also recognising the importance of building upon what Cinelli and Columbus are known and loved for.”
Cinelli will be exhibiting its core range of bikes and key apparel lines at this month’s EUROBIKE show in Frankfurt, found at Hall 11.1 Booth C60.
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