The Dreams of the Future and the Victories of the Past: Diadora empowers Women for SS18



A new generation takes on style in a big way as the sportswear brand Diadora launches its Spring/Summer 2018 ad campaign. Photographer Nicolas Prado shot the campaign in Lisbon. The result is an ode to defiance through the eyes of today’s youth. IAMDDB, Rkomi and Joan Thiele are the three main characters of the campaign, all of whom are young up-and-coming musical talents. The brand hires real people once again, who embody the brand values, to speak to today’s youth through a true language.

THE CAMPAIGN

Split into two teams— Team one ancient Roman warriors in magnificent masks fight in a multisport parkour battle. It all starts with Rocking the court as a group of young people play street tennis. The other team of young men is watching from behind a wire fence. When the players turn towards the male gang, masks are hiding their faces. The leaders of the two teams give each other a challenging glance: as it commences the start of the street battle!

Competing in a freestyle soccer match later, the two groups face each other again. The masked squad dominates the other one a bit in a tough fight for the ball. After that, a new challenge begins. The two groups battle again as they race at top speed in the streets on fixie bikes, snaking in and out between cars, taking turns in controlled skids.

Finally, the two groups meet face-to-face for one last time. The masked leader shows his face: it’s actually a woman! The whole masked squad does the same, they are all young, confident and proud women who are powered by defiance. Defiance captures what Diadora wants to convey through this collection and through the audience’s eyes: the spirit of resistance. That’s what today’s young people are looking for.

THE INFLUENCERS

The three influencers for the campaign are real people: young protagonists who are part of the Diadora crew and who share the brand's values and image. The key elements that connect the brand with these young talents are passion, authenticity and courage.

IAMDDB, @iamddb


The frontwoman of the masked female squad IAMDDB, is a 21-year-old English singer, songwriter and producer heading on a major European tour in 2018.

Rkomi, @rkomimirko


The leader of the male team Rkomi, is an up-and-coming 23-year old Italian artist and songwriter, currently in the middle of his tour. Finally,

Joan Thiele, @joanthiele


Joan Thiele is a 25-year old talented Italian singer and globetrotter all set to tour Europe this year on a series of gigs.

THE COLLECTION

Diadora Sportswear’s SS18 collection embodies the dreams of the future and the victories of the past. Iconic athletic wear of yesterday’s heroes makes a comeback with modern takes, including Diadora’s favorite style B. Elite, once sported by legendary tennis players and now worn regularly by the younger millennial generation. Always keeping the iconic shape of the original model yet adding new colors and options. Past and future merge in creating a streetstyle collection that highlights shoes yet includes clothes too, all to offer the coolest of total outfits. Designed for him, the tracksuit features the timeless ‘80s inspired polycotton Diadora track jacket and the new fitted pants which get a contemporary slant thanks to color blocking and unique edgy detailing. For her, watercolor pastels are the true protagonist: on the track jacket – shaped with a new feminine silhouette though with tomboyish flair still intact – or in the form of a sporty dress.

The worldwide release date, for the Diadora SS18 collection at select multibrand stores and sneaker shops, is February 16th. See

Diadora.com or @diadoraofficial for more info.

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