“The real goal is the next step!”
Sports narrative often moves on stereotypes and mental schemes. They taught us that you play to win, you race to finish first and you must aim at the finish line as the true goal. What if this message was challenged? What if the only way to experience sport was actually your own? Diadora invites us to reflect on the meaning of sport to rewrite its rules together.
In collaboration with our friends and partners at Duel: Film, Officina38 supervised as executive producer for photo & video shootings, the campaigns Fall-Winter and Spring-Summer for the legendary Italian sportswear and footwear brand Diadora. Are you ready for the next step?
Photographer: Luca Fontana