With #urbanstories we aimed at leveraging the metropolitan and sporty spirit of the brand, by linking the storytelling to the lifestyle of major cities. Pop culture, urban trends, street art and outdoor sporting became the key ingredients to a transatlantic journey, which symbolized the cosmopolitan and dynamic soul of the target. To this intent we moved to Los Angeles, where we took advantage of the local vibe and curated every aspect of media production, from talent casting and location scouting to product shooting.
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