Cult London apparel brand Acid Running has engaged endurance sports PR and marketing agency PaceUp Media to deliver PR activity as it continues its growth. Acid Running becomes the second member of PaceUp’s recently launched Accelerator Programme aimed at helping scale the marketing and communications of businesses it sees as having significant potential.

Founded in 2022 by Oliver Powe, Acid Running has developed a carefully curated collection of running apparel built upon the principles of sustainability, performance, ultra-soft fabrics, a cold colour palette, and bold storytelling. The current range incorporates a selection of stylish tops, shorts and accessories.

PaceUp will support Acid Running with strategic PR and press office functions in the UK. Activity will revolve around building brand awareness in the endemic running media and solidifying Acid Running’s brand identity amongst more discerning runners, through fashion, design and lifestyle media.

‘Oliver and the team have done a superb job of creating a clear and purposeful identity around the Acid Running brand, with performance technical apparel to match’, explained PaceUp Media director Tom Copeland. ‘Having launched just two years ago, the brand is at an exciting point in its development and is a perfect fit for our new Accelerator Programme, so we’re excited to continue the growth of this alongside Fractel.’

Acid Running Founder Oliver Powe added, ‘We were originally introduced to the PaceUp team when launching our collaboration with Fractel late last year and saw great potential for ongoing collaboration, considering the growth we are looking to achieve.’

Since 2018, PaceUp has built on its deep roots within cycling, working with global brands, events and teams including MAAP, ROUVY, Le Tour de France, La Vuelta a España, and professional cycling teams such as Team dsm-firmenich PostNL, CERATIZIT-WNT and Astana amongst others. Broadening attention to include the outdoor and running sector, the agency is fast developing a strong reputation in this space. Past and current projects include the London Marathon, Soar Running, Fractel, Rawvelo and Janji.

PaceUp launched its Accelerator Programme this spring, aimed at supporting lean startup brands looking to scale their PR and marketing activity.

The new Programme will see PaceUp provide strategy, PR, social media and content marketing services at favourable rates for a fixed period. Up to three brands will be selected for the Programme at any one time. Eligibility criteria to access this support will include (but not be limited to) company size, objectives and levels of prior-investment.

Find out more about Acid Running at

To enquire about the PaceUp Media Accelerator Programme, please contact