Apidura appoints Athletic Affair to lead strategic expansion in the Asian market
This new landmark partnership signifies a major strategic acceleration of Apidura’s presence across key Asian markets, combining commercial growth with long-term brand building.
Singapore — March 23rd, 2026 — Apidura, the independent brand driving innovation in ultra-distance cycling and bikepacking equipment, has appointed Athletic Affair as its Business Development partner in Asia.
This new landmark partnership signifies a major strategic acceleration of Apidura’s presence across key Asian markets, combining commercial growth with long-term brand building. With a sharp focus on quality positioning and premium retail partnerships, Athletic Affair will lead the brand’s sales development in the region while integrating marketing and communications strategies tailored to each market. The scope includes China, Vietnam, and other emerging cycling markets across Asia, reinforcing Apidura’s leadership in the performance bikepacking segment.
We are excited to be partnering with Athletic Affair to support and accelerate our retail strategy in Asia. Apidura is seeing strong demand for its technical, ultralight, performance carry solutions, set against the backdrop of a growing gravel racing and adventure riding scene in the region. We know the importance of having representatives on the ground to meet with retailers and introduce the brand in-person. Athletic Affair is fully aligned with Apidura’s sustainable business practices, and our selective approach to new retail relationships - so we know the brand is in good hands.
Tristan Lochman - Head of B2B Sales at Apidura.
Athletic Affair’s selection is a natural evolution of a highly successful existing relationship. Already serving as Apidura’s global PR agency and marketing partner, Athletic Affair is now expanding its role to ensure complete alignment connecting brand, marketing, and commercial strategy and execution on the ground in Asia. The appointment builds on Athletic Affair’s growing business development division in the region, which has already generated measurable commercial momentum for several partner brands navigating the complex Asian market.
Athletic Affair will manage regional sales operations, working closely with selected premium retailers while implementing targeted marketing initiatives to support sustainable growth. This next step strengthens the bridge between Western performance brands and the rapidly evolving Asian cycling market.
“I am excited for this new project with Apidura, one of the most respected brands in the cycling scene. We’re eager to represent and support the brand as it grows its presence in Asia”, says Xavi Güell, co-founder of Athletic Affair.
Positioned at the intersection of sport, culture, and creativity, Athletic Affair brings deep and proven experience in effectively translating compelling brand storytelling into impactful outcomes. By combining PR, marketing, and business development under a cohesive strategic direction, the agency will support Apidura’s continued international expansion in Asia.
