Kitesoul Magazine #17 English Edition

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When kiteboarding starts selling perfumes, well, that's it! In this modern and iper-communicative era, increasingly devoted to marketing it is very simple to understand when a sport becomes really popular and successful. That is what happens when a sport activity and the world of values represented by it transcends the boundaries of technical publicity and invades the world of mainstream advertising. Therefore, no more adverts of just equipment, components and apparel which publicize any particular trade brand and communicate with their target of enthusiasts through shared stylistic languages and codes. Quite the contrary, you take the sport in question and perhaps an athlete or a character representing its top in terms of popularity, style and personality and make him the perfect testimonial to advertise and sell any product on the market: soaps, cars, holidays, drinks, you name it. This is exactly what is currently happening to kiteboarding: telecommunications companies, pharmaceutical brands and automobile businesses have all understood how cool this sport is, because it means fun, social relations, nature, bravery and well-being. And they begin to use it as they best see it fit. The latest mainstream advertising campaign that fully drew from the world of kiteboarding is the one by the prestigious fashion house Armani. The occasion was the launch of the famous perfume Acqua di Giò for which they produced a beautiful video, refined and alluring in total Armani style, starring the British rider Tom Court. Stylish black and white images shot in South Africa, show the North international team athlete performing spectacular manoeuvres and enjoying the adrenaline and excitement of riding and capture his wild and seductive soul. At 25 years old, Tom Court is not only one of the best athletes out there, but he is upsettingly handsome and he also radiates extreme charm, as his You Tube Channel proves https://www.youtube.com/channel/UCa4U- 3I1RkE1bVHKQXz1azDw. The new video advert is the first one of a series of episodes entitled The Scent of Life with which Armani aims at representing through various characters the scent of life. <strong>Kitesoul</strong> reached Tom in between one of his journeys and asked him about this experience which somehow is going to change the world of kiteboarding in terms of mainstream communication. Here is what he told us: "Firstly I was asked by Xtreme Video to go to Paris and consult at a Youtube Lab project for some brands. To see where and how they could naturally include extreme sports into their brands. As it turned out one of these brands was Armani. After discussing ideas, they decided that Kitesurfing was a good fit for them and something that we could work on. I pitched my schedule in South Africa and then we made a plan to shoot in Cape Town this January. The filming itself was about three days, working with Red Cameras, I chose the team of Jason Hearn, Bas Koole and Noe Font to work with and we pushed to get it completed as quickly as possible. Working closely with the Armani art directors from Paris. It’s hard to get anything finished that quickly, however
working with the right team makes a big difference. The final version of the video was released last week and has already has 1.5million views on the Armani channel. It has always been my dream to take legitimate Kiteboarding in a more mainstream direction, as I am a big believer that health and fitness is a big part of our future as humans. Action sports have a big part to play in that! It only makes sense that these big brands start to use our minority sports to represent something that is genuine and people that do real sports. Hopefully this is project has made some steps in the right direction!". David Ingiosi
Page 1: SPOT _ Paradise Los Roques >>TUTORI
Page 10 and 11: Editor David Ingiosi david.ingiosi@
Page 14 and 15: SUMMARY PORTFOLIO EVENTS DOWNWIND 1
Page 16: 16 PORTFOLIO Airton Cozzolino RIDER
Page 20: 20 PORTFOLIO David Tonijuan RIDER:
Page 24: 24 PORTFOLIO Sensi Graves RIDER: SE
Page 27 and 28: Photo: Alanvan Gysen - Courtesy Cab
Page 30: 30 Blue Palawan Open 2017 The Phili
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Page 35 and 36: The style and technique of Annelous
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Page 46: 46 Sal-Boavista Downwind My 75 km i
Page 49 and 50: wind conditions. Along the crossing
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62 Competitions The snowkite feast
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The snowkite feast at the 2017 Worl
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72 Endurance Kitesoul becomes media
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74 Endurance Kitesoul becomes media
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76 Kite Trip Vzlakite: a kite safar
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eauty of the place, feel the warm C
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All photos Vincent Bergeron Learn m
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88 ADVENTURES Beautiful, powerful a
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90 ADVENTURES Beautiful, powerful a
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have ever been on in my life. To ma
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Charming Hotels and Constant Winds.
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Van de Kop Kitesurfing? Never extre
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100 ITW Jerrie Van de Kop: Kitesurf
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ider who makes he’s riding. Then
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ing gets the more important the kit
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112 Characters Camille Delannoy: St
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Kitesurfing is a fast sport not onl
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COL ORS The HAAPITI’s got style b
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128 Athletes Erik Volpe: kitesurfin
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it is technical, diversified and de
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140 Didactics North Kiteboarding Ac
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W i n k l e r A day in the life of
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fast I try and fumigate my car. Onc
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feels like to me) 50 lbs sandwich b
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kite camps for women between forty-
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166 Experience A day in the life of
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168 Experience A day in the life of
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158 Awards Daniela Moroz: she is bl
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Conquer Every Set MAD DOG SERIES PE
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The new Amazone PRO ZI- PLESS combi
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182 PRODUCT FOCUS F-One Product foc
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80 Wave strapless The Jibe THE JIBE
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80 Wave strapless The Jibe 3. As yo
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188 Tutorial Freestyle MOBYDICK NOS
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KITESOUL È ANCHE IS ON SU APP APP
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Kitesoul Magazine #17 English Edition

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