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.
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.