Diadora’s efforts to reach today’s stylish sneaker consumer just got a bit stronger thanks to social media influencers Adrianne Ho and Rachel Tee Tyler.
The Italy-based athletic label tapped Ho and Tyler to lead its brand campaign for fall ’16. They both appear in Diadora’s latest commercial, “Bright Delivery – City Edition” — which could be seen now online.
The video shows Diadora’s crew of influencers on a quest to make sneaker deliveries in 30 minutes — specifically colorways of the brand’s acclaimed N9000 style — running from the Los Angeles location of streetwear retailer Bait and ending at each customer’s doorstep. If the runners miss the 30-minute mark, the customer gets the shoes for free. (Spoiler alert: Not everyone made it to their respective customer in 30 minutes.)
All of the runners making deliveries were wearing the Diadora N9000 Bright Protection sneakers.
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The “City Edition” clip is the follow-up to the first video in Diadora’s “Make it Bright” campaign that was released in March, with 70 runners carrying a N9000 box to a customer, starting from the brand’s headquarters in Caerano di San Marco, Italy, and ending in Barcelona, Spain, spanning a distance of 1,500 km.
The “Make it Bright” campaign is the first Diadora has launched in more than 20 years.