This month marked the launch of Diadora’s collaboration with legendary Italian footballer Roberto Baggio. As well as his iconic hairstyle nicknamed ‘the divine ponytail’ Baggio is also known as the man who took Italy to the final of the 1994 World Cup wearing Diadora cleats. Twenty-something years later Diadora and Baggio are back working together on a three-year project about establishing a link between the past and future of sports.
The Roberto Baggio x Diadora capsule collection features sportswear that all bare an embroidered version of Baggio’s autograph and football boots that replicate the cleats Baggio wore during the World Cup.
To celebrate the collaboration, Pro:Direct Carnaby Street held an exclusive all day event featuring Q&A sessions, a football masterclass, and a press roundtable with with Roberto Baggio himself! We worked closely with Pro:Direct to secure press attendance and exclusive one-to-one interviews with Baggio and Miguel Delaney, Chief football writer at The Independent and Jordan Waller, Deputy Editor of ShorList Magazine. Turns out, there are a lot of Baggio mega-fans amongst press and journalists were very keen to meet their idol and find out more about him.
A public Q&A was later held at Pro:Direct hosted by The Guardian’s Football Weekly podcast presenter James Richardson and with the special participation of Chairman and CEO of Diadora, Enrico Moretti Polegato. The store was completely packed and buzzing with excited sports fans who had the special chance to meet the legend and have their burning questions answered!
Read about Baggio’s happiest moment and his thoughts on that infamous missed goal up on The Independent, and if you’re aching to know his meaning of life then be sure to grab a copy of this week’s Shortlist magazine!
Respect the past, own the future! click here to check-out the Diadora x Baggio collection.