Italian sporting icon Diadora celebrates the launch of its Make It Bright campaign with a 1500km relay across Europe. 70 runners, chosen from among 1,000-plus applicants, carried a a box of shoes from the Diadora Headquarters in Caerano di San Marco in Italy all the way to Barcelona, Spain, in a feat of endurance to highlight the brand’s attitude towards turning the ordinary into the extraordinary. The shoe being delivered, the N9000 ITA, was itself once a stalwart of high performance sportswear, launched in 1990 and worn by sporting icons of the era.
Together with SMFB Oslo, MediaMonks helped on the concept development and designed, produced, directed the whole campaign from begin to end. The campaign got a lot of media coverage and created a buzz in the runners community.
See the run: makeitbright.diadora.com
More info: Hypebeast