In collaboration with Decathlon Adaptive Sport
Date:
April, 11th
The goal of the workshop is to develop an effective communication campaign to raise awareness about the existence of Decathlon’s Adaptive Sport products, designed for people with disabilities who want to play sports. The campaign should focus on social and digital strategies to reach sports associations, rehabilitation centers and sports federations, making the brand and its products more visible and accessible.
Project leaders:
Raffaella Traverso
Head of K-Way Global Marketing at Basic Net SpA – Coordinator of the IAAD. Master in Fashion Management
Luciano Cina
Head of Global Social Media at Basic Net SpA – Professor in graphic design for media
Partner Company: Decathlon Adaptive Sport
Motivational Speaker: Andrea Lanfri – Sport climbing and mountaineering
A global multi-specialist sports brand catering for everyone from beginners to top athletes, DECATHLON is an innovative manufacturer of sporting goods for all skill levels. With 101,000 teammates and 1,750 stores worldwide, DECATHLON and its teams have been working ever since 1976 to fulfill an ongoing ambition: Move people through the wonders of sport, to help them be healthier and happier in a sustainable future.
In Italy, Decathlon is present with 146 stores, 3 warehouses and 2 production sites.
Former Paralympic athlete of the national athletics team, today a mountaineer and explorer. In 2015, at the age of 29, he contracted meningitis with meningococcal sepsis and after a month in a coma he lost both legs and seven fingers. Thanks to willpower and passion for sport, within a year he returned to his previous life, approaching Paralympic athletics, starting to run with a pair of carbon fiber prostheses, purchased thanks to a fundraiser. The first Italian athlete with a double amputation of the lower limbs to dip under 12 seconds in the 100 meter dash, he achieved three Italian records, two bronze medals, together with a silver at the European Championships, and a silver at the 2017 World Championships. That same year he returned to rock climbing, climbing and mountaineering, disciplines he had already practiced before his illness. In 2018 he began his preparation with mountains above 5,000 m. He is the first multi-amputee athlete to reach the 8849 meter altitude of Mount Everest. Holder of several records, such as the fastest mile run at high altitude, valid as a Guinness World Record. Creator of the “from0to0” project, a unique sporting event in the world never undertaken by a Paralympic athlete: cycling, mountain and running; starting and returning to sea level after climbing a mountain, non-stop. A story of great courage and extraordinary determination, rewarded with the achievement of sporting goals that seemed impossible. An athlete who is a symbol of life and of an entire national sports movement.
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