Diadora Future Icons

To launch the Powered by Defiance campaign, Diadora had assembled a fierce new wave of UK influencers including breakout stars IAMDDB, YXNG Bane, and Radio DJ Jack Saunders. With renewed focus on gen-Z and millennial choices and bold signals to a new female audience, this campaign was tuned to convey the brand’s spirit of resistance and unmistakable terrace style for the Spring-Summer 2018 season.

instinct ensured that the campaign found its mark, securing blanket coverage for the launch announcement. We worked with DAZEDand Clash to build editorial content featuring ambassadors Jack Saunders and YXNG Bane, channelling the Powered by Defiance ethos. Meanwhile, Diadora product found its way to a select host of sneakerheads, models and musicians, generating maximum hype with summer around the corner. The season wrapped with our exclusive in-store event at size?,with YXNG Bane performing tracks from his current UK top 20 album live instore.