To launch the new Santini UCI X Decathlon collection, a dedicated communication strategy was developed, culminating in an event at the Decathlon store in Villafranca (Verona). The campaign kicked off with a press release announcing the event to the media. Subsequently, through a tailored invitation, industry journalists and local press from Verona were invited to an exclusive preview of the collection. The event, which was also open to the public, featured cycling legend Gianni Bugno as a Special Guest. A sports store is more than just a retail space; it serves as a stage for events related to the sport itself. For one Saturday morning, the Villafranca Decathlon brought back the vibrant atmosphere of 1980s cycling. To wrap up the campaign, a post-event press release was distributed, sharing technical details of the collection along with the key highlights of the day.