A 2:55-minute video documents the training process and the moment that the ski jumper broke the record. Image credit: Prada
Italian fashion brand Prada is backing a Red Bull athlete for a standard-setting moment.
On April 24, 2024, in Iceland, Japanese ski jumper Ryōyū Kobayashi broke a world record with his nearly 955-foot flight. Providing him and his core team members with mountain-friendly clothing and accessories from the Linea Rossa line, the maison granted the feat a luxury touch, joining the slew of athletic activations presently occurring in the sector.
Game on
The Linea Rossa pick is an established name in his field, putting Prada and other brands that collaborate with him in the limelight.
Mr. Kobayashi is an Olympic and World Cup champion. He is also a three-time winner of the Four Hills Tournament, a ski jumping event that has been held in Germany and Austria annually since 1953.
Prada supports a new ski jumping record set by Ryōyū Kobayashi
With the support of the Italian label, he has added to his list of titles.
In Hlíðarfjall, a resort near Akureyri in northern Iceland, Mr. Kobayashi flew 291 meters, or 954.72 feet. Using the natural takeoff table, he hit a top speed of 107 kilometers per hour, or 66.5 miles per hour.
All of this is documented in a 2:55-minute video, which shows the preparations, training and actual act undertaken by the ski jumper. As his team cheers, the video concludes with a diagram of the jump and statistics, including the fact that it took two weeks to shape the course.
Breaking the past record by about 123 feet, the 27-year-old is being celebrated around the world.
Pictures of the Prada-donning skier tie the brand to his success — he and his team are seen sporting the luxury name’s advanced textile developments. Built to bring comfort and high-performance function, the exclusive wares provided the versatility needed for the harsh conditions on the mountain.
The Nordic nation's remote mountains served as the setting for the milestone in the athlete's career. Image credit: Prada
Iceland’s ruggedness has demonstrated the capabilities of Linea Rossa products in the past.
The fall/winter 2023 collection campaign was shot at Jökulsárlón, a glacier lagoon situated by Vatnajökull National Park in the southeast of the country. Captured by American photographer Ryan McGinley, the imagery pictured models protected from the cold by the maison’s technical outerwear (see story).
Good sport
As the Summer 2024 Olympic and Paralympic Games draw closer, luxury is increasingly engaging with the world of sports.
Since 2023, French luxury conglomerate LVMH has been emphasizing its role to play in the upcoming event (see story). Among the most recent campaigns and news drops is the group’s reveal of the Torch Relay, a ceremony that sees the transportation of the symbolic flame from Greece to the Games site (see story).
Prada's partnership with Red Bull serves to support the goals of athletes and uplift the sporting world. Image credit: Prada
Meanwhile, other parties are including athletic settings in their advertisements, presenting functional collections for sporty lifestyles and welcoming champions to their ambassador family.
On the horological side of the industry, Swiss watch manufacturer Zenith tapped French professional freestyle skier Richard Permin as a friend of the brand (see story). In the fashion realm, U.S. retailer Neiman Marcus launched “Quest for the Best,” which starred five “Achievers” who were outfitted by the store (see story).