CASE STUDY > NALINI
Founded in 1970 by two elite Italian athletes – one an Olympic medalist in cycling, the other a member of the Italian national soccer team – Nalini is now one of the most revered and established brands of cycling apparel in the world. Nalini apparel is worn by nearly half the riders in the Tour de France, and its collections for serious amateur riders are well regarded, too. In Europe, that is. In America, Nalini is less well known. But that's changing – molto rapidamente!
Medley Communications was retained by Albabici – its U.S. importer – to increase Nalini brand awareness. MC developed an aggressive, far-reaching media relations campaign designed to educate the U.S. cycling press of Nalini's unique place in cycling history, the quality of its products, and to emphasize that all Nalini apparel is crafted 100 percent in Italy. Yes, an Italian brand that is actually made in Italy.
The media relations campaign launched by Medley Communications positioned Nalini as having a made-in-Italy cache and an unrivaled “street cred,” thanks to its place in the professional peloton. The agency combined trade show publicity, an extensive product review program, and media outreach to key editors in the cycling and outdoor press.
Medley Communications' effort generated immediate response – major reviews and praise for Nalini in nearly every leading cycling publication and online news source. Bicycling named its Geranio bibshort the best in its price category. Another bibshort was honored in Outside as “Gear of the Year.” USA Today featured Nalini in an online video. Velo, Bicycling, Road, Road Bike Action, Men's Health, Bicycle Retailer, Cyclocross Review, BikeRumor, PezCyclingnews, BikeHugger, the Gear Junkie, and countless more have run positive reviews of Nalini apparel. In other words, fantastico!