Pas Normal Studios sharpens brand positioning in DACH with M+C Saatchi and nanacom
The partnership combines M+C Saatchi Group's international perspective and culture-led communication expertise in Berlin with nanacom’s strong local market knowledge in Munich.
Premium cycling brand Pas Normal Studios has further expanded its presence in the German-speaking market, and appointed M+C Saatchi Group Europe and nanacom to jointly lead PR and activation across the DACH region, effective immediately.
The two agencies bring a long-standing track record of collaboration across strategic and operational PR projects. The partnership combines M+C Saatchi’s international perspective and culture-led communication expertise in Berlin with nanacom’s strong local market knowledge in Munich. Together, they aim to further strengthen Pas Normal Studios’ positioning at the intersection of performance, design, and culture, embedding this narrative consistently across key media and communities.
Simona Schapiro, Managing Director M+C Saatchi Group Europe, said, “Pas Normal Studios approaches cycling from a distinctly cultural perspective translating that into relevant communication is exactly where we come in.”
Anna Angermeier, managing director at nanacom, added, “In Munich, a genuine community is forming around the brand. Our role is to amplify that dynamic in a precise and meaningful way across media.”
Pas Normal Studios is widely regarded as one of the most culturally influential brands in the premium cycling segment. The brand is known for its minimalist aesthetic, technical precision, and high-quality materials, carving out a distinct space between performance and design.
“Germany is an important market for us, particularly Munich, with our flagship store located there and the strong local community growing there as well. As we continue to invest in the market, we’re also becoming more focused on how we communicate the brand's core and our roots in cycling. We wanted a partner who understands that direction, but also the importance of local relevance and the broader cultural context we’re part of. M+C Saatchi & nanacom felt like a very natural choice. They’re grounded, sharp, and bring a strong understanding of both the local landscape and the wider culture, and how to position us in the right way,” said Ida Holmen, CMO at Pas Normal Studios.
