Diadora carries the heart of Vinitaly around the world

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On Saturday the 21st of March, during the 4th edition of OperaWine in Verona, Vinitaly International, the Ambassador of Italian Wine, unveiled its new Vinitaly T-shirts tailored for the occasion by world famous sportswear brand Diadora. The partnership was toasted with the wines of Italy’s 103 Finest producers selected by the famous magazine Wine Spectator for this exclusive premier event to Vinitaly.

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Therefore being partner of Vinitaly International in such a prestigious project, has been a natural step for us and it represents the union of two Italian Excellences

On Saturday the 21st of March, during the 4th edition of OperaWine in Verona, Vinitaly International, the Ambassador of Italian Wine, unveiled its new Vinitaly T-shirts tailored for the occasion by world famous sportswear brand Diadora. The partnership was toasted with the wines of Italy’s 103 Finest producers selected by the famous magazine Wine Spectator for this exclusive premier event to Vinitaly.

The t-shirt, also worn during the 49th edition of Vinitaly in front of an estimated 150.000 people, is the 3rd uniform to be created by Vinitaly International and will follow the strategic arm of Vinitaly during its mission in main international wine markets around the world. The “Vinitaly heart”, which symbolizes wine being poured into a glass, has been represented on the t-shirts since 2013 and fully embodies Vinitaly International’s mission to help local consumers and operators in each market to fall in love with Italian wines.

“The t-shirt represents a key element in the branding strategy we are carrying out and constitutes a distinctive element that allows us to be identified wherever we go” says Stevie Kim Managing Director of Vinitaly International. “We’ve been wearing these t-shirts for three years now and people recognize the ‘heart of Vinitaly’ everywhere. To own one of our t-shirts has become a must“.

Passion for “made in Italy” products and for Italian Lifestyle is, in fact, greatly on the rise in many countries such as Russia and Mainland China and often conditions the choice of local consumers. In order to foster and leverage this upcoming trend and further promote Italian wine around the world, Vinitaly International has sought to create partnerships with top names of the world of Italian fashion asking them to design T-shirts that can be worn during the events organized around the world.

The idea of a uniform first surfaced back in 2013 on the occasion of the 2nd edition of OperaWine when Stevie Kim launched a new partnership with one of Italy’s most famous fashion brands, Diesel. It was no coincidence that Renzo Rosso, founder of the Italian jeans tycoon, was and still is also a wine producer who can boast a 100 hectare estate, Diesel Farm, on the hills of Marostica near Vicenza. In 2014 the heart was passed on to another fashion magnate, Cruciani, also closely related to the world of wine: the family business also includes the Arnaldo Caprai winery, leader in the production of Sagrantino di Montefalco.

And finally, this year, Vinitaly International has tied the knot with another of Italy’s top manufacturers, Diadora, a world famous sportswear brand.

“Diadora is also the official technical sponsor of the Italian Pavilion at expo2015 and since Vinitaly will be present at the Universal Exhibition with the Italian wine Pavilion, Vino A Taste of Italy, the partnership between us seemed an obvious choice” adds Stevie Kim. ”On top of that, the brand’s strong connection to the wine industry makes Diadora the perfect match”.

"Diadora represents in more than 60 countries the Italian sport style which emerges from all our products” says Enrico Moretti Polegato, President and CEO of the Company." Therefore being partner of Vinitaly International in such a prestigious project, has been a natural step for us and it represents the union of two Italian Excellences "

Besides owning two major footwear companies Geox and Diadora, the Moretti Polegato family has set its roots deep into the winemaking sectors: Villa Sandi, owned by one of the two brothers, Giancarlo Moretti Polegato, is in the Marca Trevigiana foothills of the Dolomites, radiating out from a stunning 1622 Palladian villa. The vineyard is best known for its sparkling wines, such as its Prosecco Cuvée, a delicious cru that has a light, floral taste. Down in the cellars bottles are set aside for Villa Sandi’s best clients: the Pope, the Rainbow Room in New York and Italy’s president, just to name a few.

About:

Veronafiere is the leading organizer of trade shows in Italy including Vinitaly (http://www.vinitaly.com), the largest wine and spirits fair in the world. During its 49th edition Vinitaly counted some 4.000 exhibitors on a 100.000 square meter area and 150.000 visitors including 2.600 journalists from 46 different countries. The next edition of the fair will take place on 10 - 13 April 2016. The premier event to Vinitaly, OperaWine (http://www.vinitalyinternational.com) “Finest Italian Wines: 100 Great Producers,” will unite international wine professionals on April 9th in the heart of Verona, offering them the unique opportunity to discover and taste the wines of the 100 Best Italian Producers, as selected by Wine Spectator. Since 1998 Vinitaly travels to several countries such as Russia, China, USA and Hong Kong thanks to its strategic arm abroad, Vinitaly International. In February 2014 Vinitaly International launched an educational project, the Vinitaly International Academy (VIA) with the aim of divulging and broadcasting the excellence and diversity of Italian wine around the globe. VIA has now also organized its very first Certification Course with the aim of creating new Ambassadors of Italian Wine in the World.

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Francesca de Stefani
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