Authenticity is the value at the heart of the collaboration between Arena, a brand known for revolutionizing the world of water sports, and ISKO, reference point for textile innovation in denim and fashion at a global level. The result of this partnership is a total look from the Arena Icons FW20 collection, consisting of jackets and pants made with fabrics from the Arquas™ platform, specifically the ISKO Bluejym™ patented denim technology. Menabò has supported the two companies throughout the different phases of promotion, starting from the development of dedicated packaging all the way to the conception and production of a video and a photo shoot. The strategy also included the management of B2B press office activities for ISKO in the fashion and sportswear sectors.
The video tells the story of the companies’ shared values that led Arena to choose – for this iconic lifestyle garment – the type of innovation that best expresses the essence of freedom and authenticity: denim, the one element that has always characterized ISKO. The ambassador of the partnership is an exceptional protagonist: Alessandro Miressi, European champion of 100m freestyle.