Fractel, the Australian running brand on a mission to produce the world’s best headwear, has partnered with UK-based cycling & endurance sports PR and marketing agency PaceUp Media to deliver international PR services as it continues its global growth.
Founded in 2017 by passionate runner Matt Niutta, Fractel was born out of a desire to create a range of stylish performance headwear that promotes adventure and uniqueness for a community that loves to get outside and run. Today, Fractel offers a comprehensive range of running headwear and is sold both direct-to-consumer and via an expansive range of retail partners.
PaceUp will be supporting Fractel with PR strategy across key international markets including the UK, Europe and key North American activations alongside Fractel’s team in the US. Activity will be focused around product and creative PR to help raise visibility of the Fractel brand in the Northern Hemisphere.
PaceUp Media director Tom Copeland said: “Matt’s built an awesome brand over the last five years and once we started talking, we soon saw the synergies between brands and the exciting prospect of collaborating.
“Having distribution and direct online retail capability already set up to serve the UK and European, the brand has achieved some good traction organically and it’s something we’re looking to ramp up as Fractel heads into an exciting 2024.”
Fractal Founder Matt Niutta added: “After meeting the team at PaceUp it was clear that they had the industry network and expertise to help us take an exciting step forward in our growth internationally. The European market is one which we’ve established roots in but there’s so much more potential to explore. This forms the next step of that journey, so we’re excited to get underway with the team.”
Having established its initial roots within cycling, working with global brands, events and teams including MAAP, ROUVY, Le Tour de France, La Vuelta a España, and dsm-firmenich amongst others, PaceUp has actively grown in the outdoor and running sector. Past and current projects include the London Marathon, Soar Running, Rawvelo and Janji amongst others.
The new collaboration with Fractal, a registered member of 1% For The Planet, continues this growth across endurance sports in general on a global scale for the agency.