Sneakers today are no longer just a style choice: they embody the idea of belonging to a culture, presuppose a connection, a willingness to share a story and be part of it. An identity, in short, that sometimes becomes less nuanced and more explicit, clearer: what would you do, for example, if the next sneaker everyone wants is a tribute to Italy and, more precisely, to Milan? A true statement for the sneakerheads of the Lombard capital: now a reality, with the collaboration between END. and Diadora.
The partnership rewrites the aesthetics of two successful Diadora models, the V7000 and Atomo V7000, available on END. Launches from March 17th. The timing is not accidental: the collection follows a few weeks after the opening of END.’s flagship store in Milan, in the city center, and arrives on the weekend of Stramilano, the favorite event for urban runners in the city.
courtesy END.
courtesy END.
Running has never been so cool
The colorway of the two shoes, needless to say, is anything but random: the colors of the Italian flag stand out on both models, although with different distributions and prevalences – green predominates on the V7000, with white laces and red accents, while the Atomo V7000 is predominantly in white/off-white, with the Diadora logo in red and details in green. The mood also differs from sneaker to sneaker. The V7000 is the running model that comes directly from Diadora’s archives of the nineties and maintains the classic premium construction with a soft leather upper. The Atomo V7000 represents the meeting between the V7000 and the Equipe Atomo, the model that updated Diadora’s history in terms of performance: ultralight mesh, midsole for high cushioning, durable and responsive sole.
courtesy END.
courtesy END.
Milan at the center of everything
Moreover, it’s the details that make the difference: above all, that of the Biscione, the historic symbol of Milan, present on the back of one of the V7000s. On the other shoe, the word “Milan” appears. Could there have been a better celebration? The launch campaign unfolds through the central streets of the Lombard capital, where the city itself and its most recognizable corners become a running track – the Duomo, the Darsena, the Torre Velasca, the Columns of San Lorenzo, are among the areas of Milan ideally covered by the shots of the new collaboration.
courtesy END.
courtesy END.