It's not just about performance
Hello Reader
recently, I had the pleasure of taking part in a campaign for Alpine Standards, an alpine clothing brand, in a role that was unusual for me: that of an athlete.
Sports have always played a fundamental role in my life. It all started with skateboarding and snowboarding, worlds that were not just sports but true subcultures rich with video, photography, illustration, and music. That’s where I discovered the power of storytelling.
More and more, brands are shifting from a focus on pure performance to a way of creating connection and empathy with people who, every day around the world, engage in sports or wear sports apparel.
I’ve curated a selection of some of the most interesting video projects from recent months in
this playlist.
I didn’t focus on strategies or branding—I’m not a marketing person. What resonates with me are irony, creativity, and empathy.
NEW BALANCE – GREY DAYS
This film stands in contrast to the content increasingly dominated by special effects and spectacular camera movements. It embraces a visual simplicity reminiscent of the clarity and charm of 1990s independent cinema (Clerks, Coffee and Cigarettes), diving deep into the richness of countless subcultures.
The scenes, structured into seven one-minute episodes, come together to form a single film, showcased in U.S. theaters and online.
TRACKSMITH – MADE FOR LIFE
It plays with irony, small gestures, and those familiar feelings shared by all athletes – from professionals to weekend enthusiasts. A universal language that makes sports more human and accessible.
I love the little gems of storytelling in this spot, like the shoes left on the car hood. The soundtrack, far from the usual adrenaline-fueled motivational tracks, perfectly complements the visuals, creating a unique tone.
ATHENS KALLITHEA FC – HOLD ME CLOSE TO YOU
A love declaration embodied by a female protagonist who represents Athens Kallithea FC. This spot takes us far from the metropolitan and macho stereotypes of fan culture, immersing us in a nostalgic and authentic journey.
ON – DREAM TOGETHER
Okay, I have a soft spot for Zendaya.
I love the use of choreography in this spot: On is crafting an original and sophisticated imagery, reminiscent of Nike in its golden years. The final line, "Athletes... or not" is a witty nod to Nike's iconic claim, "If you have a body, you are an athlete".
NIKE – STAIRS
Nike isn’t sitting on the sidelines. With wit and intelligence, this spot is part of the “Winning isn’t comfortable” campaign, which revitalized the brand’s messaging after the golden era of “Just Do It”.
SPECIALIZED – OFF-LINE: CECCE CAMOIN
An intimate portrayal of Cecce’s story, his bond with the land, and his family.
His journey is narrated through his father’s words, reflecting on Cecce’s childhood, his concerns about him pursuing extreme sports, the severe spinal injury he endured, and finally, the joy of his recovery and newfound victories.
It’s his mindset, reinforced by a strong parental connection, that made him a true champion.
ATLÉTICO DE MADRID – WISHING YOU A HAPPY AND RED & WHITE CHRISTMAS
With Christmas just around the corner, I’ll end with this beautiful story that speaks to the values of sports.
A small, moving short film that reminded me of Night on Earth, perfect for celebrating the holiday spirit.
Over the years, I’ve had the opportunity to collaborate with brands such as Nike, Saucony, Cinelli, Dainese and Le Coq Sportif, always striving to develop an original, out-of-the-box approach to storytelling.
Today, sports are also a practice for me, a way to balance the sedentary lifestyle that writing and directing often require. As Murakami writes in What I Talk About When I Talk About Running, there is a deep connection between running and creating: both require discipline, regularity, and the ability to face challenges while always maintaining an inner drive.
I hope these works inspire you, just as sport continues to inspire me.
Marco
