Shaping the runtime cloud security category: Global PR for Upwind

Upwind is a next-generation Cloud-Native Application Protection Platform (CNAPP) that secures cloud infrastructure and applications at runtime. The company is backed by leading investors including Cyberstarts and Greylock — and high-profile figures such as NBA champion Steph Curry, who invested as part of Upwind’s $80M Series B. Upwind’s customers include Peloton, Fiverr, Agoda, and The RealReal.

Challenge

While the cloud security market is crowded with configuration-focused players, Upwind needed to break through as the runtime-first CNAPP — carving out a differentiated narrative and building strong relationships with Tier-1 journalists in both the US and UK.

Strategy & Execution:

Waters Agency worked with Upwind to:

Develop a runtime-first security narrative, moving beyond “agentless scanning” to usage-based visibility.
Position the company as a category creator redefining cloud risk management.
Orchestrate major PR campaigns around funding, product launches, and customer wins.
Build global media relationships (Bloomberg, CNBC, TechCrunch, VentureBeat) and extend coverage across security trade press.
Spotlight Upwind’s enterprise customers (Agoda, The RealReal) through joint media opportunities.

Impact

Regular

Tier-1 coverage in Bloomberg, CNBC, and TechCrunch.

Feature

stories highlighting “runtime-first” as a new cloud security paradigm.

Enterprise

customers featured alongside Upwind in press coverage.

Positioned

Upwind as a leading CNAPP challenger with a differentiated runtime approach.