Italian heritage brand Sergio Tacchini grows its roster with the new Livello Rosso collection designed for the Spring/Summer 2024 season. To show off the new looks, the team tapped Parisian restaurant and community location Paperboy. The space transformed into a street court for a one-day tournament to honor street tennis in a unique way, organically garnering a sense of community.
Local residents had their kids paint the court and the staff at Paperboy picked up the paddles on their breaks. The menu has an Italian influence for the occasion and everyone involved enjoyed the sandwiches. Some of the notable footwear at the scene includes the Prime Shot DA Ultra, which is a reimagined version of the classic Sergio Prime Shot silhouette. Additionally, the 70s Racer stood out with its nostalgic look and contemporary midsole and the Neo Terrace DA follows the same suit. For those just looking to relax and enjoy the space, the Cup Slide is a go-to this season.
Collaborative Heritage Footwear Series
Serigio Tacchini Launches the SS24 Livello Rosso Collection
Trend Themes
1. Community-centered Footwear Collections - The Livello Rosso collection by Sergio Tacchini showcases a community-driven approach to launching new footwear designs inspired by street tennis culture.
2. Nostalgic Revival Sneaker Styles - Sergio Tacchini's 70s Racer and Neo Terrace DA offer a blend of retro aesthetics with modern features, appealing to consumers seeking a nostalgic yet contemporary sneaker experience.
3. Innovative Brand-location Collaborations - The partnership between Sergio Tacchini and Paperboy restaurant demonstrates a unique opportunity for brands to engage with their audiences through immersive experiences in unconventional locations.
Industry Implications
1. Footwear Manufacturing - The heritage footwear designs of Sergio Tacchini's Livello Rosso collection hint at opportunities for brands to incorporate community elements into their product launches, fostering stronger connections with consumers.
2. Fashion Retail - The success of Sergio Tacchini's collaboration with Paperboy signifies a growing trend in the fashion industry where brands are exploring unconventional partnerships to create memorable and engaging experiences for their customers.
3. Hospitality and Retail Integration - The fusion of hospitality and retail seen in the SS24 Livello Rosso collection launch opens doors for cross-industry collaborations that blur the lines between traditional business boundaries, paving the way for unique customer experiences.