New Arnette campaign

The new print campaign advertising the Arnette 2004 collection has a gallery of present-day heroes as its protagonists: explorers, sportspersons and devil-may-care experts in alternative sports, genuine bright stars in their respective disciplines.

Sports that feed on individualism, a strong personality and 'special' strength. And once again, first and foremost it's Valentino Rossi, a living legend who has already won everything, a cheerful, free spirit who loves a challenge but who is also reflective and weighs up his own limitations. The search for his break point is represented by a superb shot showing a close up of Valentino wearing an Arnette model from the latest collection, with a long, never-ending road behind him.

An icon shows Valentino racing on his motorbike during the MotoGP 2003, for which Arnette is the official sponsor.

But the campaign produced by the Show-Up agency also includes other personalities: Andy Irons, world surfing champion 2002, Mike Valley, an American personality who is highly popular amongst young people, with his skateboard, and Jacob Soberovist and his breathtaking snowboard display. All of them animated by the same dynamic spirit and all portrayed with the same emotional intensity.