Back to the future with Diadora: proving that press trips can still dazzle

Living legend
Heritage is deeply woven in Diadora’s design ethos; yet their campaigns never fail to create the world afresh. For their 70th anniversary, the brand comissioned a unique contemporary art exhibition at Pitti Uomo, inviting four world-famous artists to produce works inspired by “Speed”. Maisie Cousins, Gabber Eleganza, Patrick Tuttofuco, Invernomuto and Ducati Monroe worked their magic in Sculpture, Video, Audio and Photography.

This event deserved to be a global sensation – and Diadora briefed instinct to secure in-depth coverage of the celebration in key target UK media, with particular focus on the brand’s rich history. 

La dolce vita
We invited journalists from Wallpaper*, Dazed, CLASH and PAUSE to join us for three days in Florence, Italy. From their hotel in the heart of the city’s top shopping district, our guests experienced the Italian high-life, indulging in five-star rooftop dining and toasting Diadora’s success with prosecco from CEO Enrico Polegato’s very own vineyard. Days were spent soaking up culture at museums and galleries like the Uffizi and eating gelato on the banks of the Arno, leaving time to be dazzled by Italy’s fashion elite at the Pitti Fair.

Inspiring connection, growing loyalty
Full brand features appeared in CLASH, Pause & Wallpaper*, with another due in Dazed. But our immersive Italian experience has also laid an essential foundation with key press. We’ll be sure to maintain and strengthen press links among those who now have a deeper-than-ever connection to this very singular brand.