Sixty-nine medals – the most successful Italy ever – for a new way of thinking: the Italian triumph at the Tokyo Paralympics can go beyond sporting success, because something is changing, a lot is moving around these athletes who break records and difficulties . A revolution that affects the public and sponsors who, going beyond compassion, are able to see and understand the strength and message of the Paralympics. There is technical success, like in the Olympics, and there is the success of the person, there is a longer and more meaningful history, there is something that is worth more than gold. And the parish priest of Bibione did well to make the bells ring for Antonio Fantin’s first place in the 100 freestyle, S6. Because it is much more than gold.
They are podiums of quality and quantity, they are ordinary and engaging stories: Baby saw in Olympus despite an infection that put her in danger, Giulia Terzi, sweet smile from the cover and four medals, despite an intervention and a thousand stops, Carlotta Gilli, the cannibal of the pool, with five medals in six races, who dreams of cheesecake with Nutella. They are lived lives, dense values, messages that reach the heart.
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«I have great admiration for those who obtain results in spite of obstacles – he begins Giorgio Armani, who since London 2012 as official outfitter of Team Italia, also dresses the athletes of the Paralympic team -. In Paralympic athletes this capacity is increased tenfold and the effort goes well beyond the physical limit, canceling it. Bebe Vio and the great Alex Zanardi, whom I have known for a long time, with whom I have collaborated many times and whom I hope to see back on track soon, have demonstrated and still demonstrate it with their stainless temperament. Through testimonials like Alex, the message can only be one of inclusion and positive energy. It is a message that puts the person at the center, as always, enhancing true talent ». That the media and commercial evolution bring out the best by overcoming the frontier of compassion to arrive at a more mature vision of disability: «It is happening but the road is still long and it clashes with deeply rooted prejudices and beliefs. Feeling compassion may perhaps be natural, but then you have to go further. The focus should not be on disability, but on sporting quality, which is great ».
These days of competitions – “so incredibly exciting, exciting, a continuous surprise”, continues the designer – are a stage for all champions to make themselves known by fans and companies who want to marry their values: “I had the opportunity to meet them some, and not only from the Tokyo expedition, who have always struck me with the powerful energy they radiate. Watching these athletes in action is even more thrilling. In recent days I have followed with great participation the achievements of record holder Simone Barlaam, gold in the 50 freestyle, which I wanted as a testimonial of EA7 because it represents a way of thinking and an approach to life and sport that I admire a lot. I cannot fail to mention Giulia Terzi, who has just given us another great satisfaction in swimming. The determination of the Paralympic athletes is a really important message that has nothing to do with invincibility or heroism, but with awareness ».
Tokyo is introducing us to new sports men and women and web searches testify to the phenomenon, as emerges from the data of the digital consulting company IQUII-Part of Be Group: “We monitor the digital performance of athletes and federations during the Olympics and Paralympics because sporting event is the moment of maximum amplification of visibility which, in a context behind closed doors, finds the natural channel of expression in digital – explains Fabio Lalli, partner and founder of the company -. Thanks to the visibility acquired, the foundations are laid to activate new sponsorships and partnerships. The sports digital transformation strategies, thanks to the appropriate technologies, fit into these dynamics, enabling new possibilities for fan loyalty, enhancing the relationship with all the players in the sport system ».