Girona, Spain—May 7, 2025— Apidura, the independent brand driving innovation in ultra-distance cycling and bikepacking gear, has appointed Athletic Affair as its global PR agency.
This new partnership focuses on expanding Apidura's presence across international markets through a strategic public relations approach. With a sharp focus on storytelling, community, and media relations, Athletic Affair will help bring Apidura's mission and values to the forefront of the cycling and outdoor performance world.
The scope includes global press office management, campaign coordination, and targeted PR initiatives aimed at reinforcing Apidura's leadership in the performance bikepacking space. While the focus remains on public relations, Athletic Affair will also support select marketing initiatives to complement and amplify PR efforts. The partnership aligns with the brand's long-term vision to grow awareness while staying true to its roots: self-supported riding, sustainability, and innovation.
About Apidura
Apidura is an independent, family-run brand founded by passionate cyclists with a mission to create high-quality bikepacking equipment that enables and inspires adventure. Based in London, Apidura designs ultralight, precision-crafted packs for self-supported cyclists, grounded in real-world testing and continuous innovation. With a strong commitment to performance, responsibility, and community, the brand is trusted by athletes and explorers pushing the boundaries of endurance and exploration worldwide.
About Athletic Affair
Founded in Girona, Athletic Affair is a Marketing and PR agency dedicated to working with outdoor and performance-driven brands. With a passion for creating impactful campaigns, the agency specializes in strategic brand communications, media relations, and marketing activations that resonate with modern outdoor enthusiasts.
Athletic Affair, an agency at the intersection of sport, culture, and creativity, brings a deep understanding of performance cycling and a strong global media network to support Apidura's communication efforts.
