At its core lies the synergy between Lega Pro and Decathlon—a partnership deeply rooted in the social and cultural fabric of Italian football. This collaboration speaks not only of performance, but also of identity, heritage, and the shared imagination of the game. “The football is a symbol,” said Matteo Marani, President of Lega Pro, with his signature narrative flair. “And Florence is our home—our origin.”

The new ball, designed by Kipsta—Decathlon’s technical football brand—is the first tangible result of a four-year partnership. But it’s more than just a piece of sports equipment: it’s a crafted expression of how football can be both art and culture. Aesthetically, the ball draws from the architecture and tones of Florence and will take center stage in every Serie C match during the 2025–26 season.

“We were inspired by the lines of the city, as well as Lega Pro’s iconic colors,” explained Giuseppe Vammacigno, Europe Football Commercial Director at Decathlon. “We wanted to create something instantly recognizable—something that met the highest technical standards, while carrying an emotional weight.”

What emerged from the launch was a clear, compelling vision: that in 2025, sport, place, design, and culture can—and should—speak the same language. And on the banks of the Arno, that language took shape in the form of a football. A ball that still sparks wonder in children, and resonates as a visual and social scoreline—connecting Serie C’s rich, local geography with Decathlon’s wide-reaching presence across Italy.

We spoke about all this—and more—with Rossella Ruggeri, Marketing and Communication Director at Decathlon.

Decathlon supports and organizes numerous local events and sports initiatives. How important is this activity to the company, and how does it help build the Decathlon community?

“Organizing local events is part of our DNA. For years, we’ve been working to democratize sport and encourage participation. Being in touch with local communities and a lot of different cities/regions means fostering engagement and sharing the joy of sport. Our mission is ‘Move People through the Wonders of Sport’—we want to bring the emotion of sport to the local level, and we believe deeply in that.”

Your partnership with Lega Pro goes beyond a typical commercial agreement. What does it mean for Decathlon to collaborate with a league so rooted in local identity? And how do you hope it will inspire young players?

“We’re incredibly proud to be working with Lega Pro. Given our mission to democratize sport, it’s particularly meaningful to align with a historic league like Serie C. It allows us to demonstrate that our products meet high standards while helping young talents express themselves on the pitch. The official ball reflects Decathlon’s desire to serve as a bridge between fans, professionals, and aspiring players. We hope to inspire as many people as possible to take up the game—and maybe even dream of a footballing future.”

Beyond technical aspects, what is the shared vision that connects Decathlon and Lega Pro? How do you hope to transform this partnership into a lasting emotional message for Italian football?

“This partnership goes far beyond business. In Lega Pro, we found a partner that shares values like authenticity, honesty, and generosity. Today’s football needs more space for young players and a platform that allows them to grow. Together, we aim to develop long-term strategies—hosting local events and working with grassroots clubs to nurture talent and encourage participation.”

Moving into the digital realm—how does Decathlon approach influencer marketing? What criteria guide your selection of brand ambassadors?

“For us, influencer marketing is about promoting sport itself—not just selling products. Italy has one of the highest rates of physical inactivity in Europe, so we want to reach as many people as possible and inspire a healthier, more active lifestyle—from local pitches to pro leagues, from beginners to athletes. Influencer marketing helps us do that. We partner with individuals who share our values, like Antoine Griezmann. Our collaboration with him goes beyond promotion—we co-create products, and he embodies the energy and passion that define our vision.”

Sustainability is a recurring topic in our Game Changers series. How does Decathlon integrate eco-conscious principles into its products and initiatives? And how are consumers responding?

“We place great importance on sustainability. As of 2024, nearly 50% of our products are eco-designed. That means using low-impact materials and managing the entire product life cycle responsibly. In our stores, we also champion circularity—with workshops focused on reuse and repair. We’re not just selling products; we’re offering real solutions for responsible consumption.”

On a more personal level: if you had to describe sport with just one word or concept, what would it be? And how does that reflect your professional experience and daily work?

“Great question. For me, sport is energy—an emotion that empowers me and improves my everyday life. At Decathlon, we actively promote this dimension. Every month, we organize different sporting sessions for our teams, because sport is also about connection—creating both human and professional relationships. Decathlon embraces the full emotional spectrum of sport. Too often, sport is only portrayed as competition, peak performance, pushing past limits—which is essential—but there’s also joy, effort, and the simple pleasure of kicking a ball without needing to excel. This is a meaningful time for us: we’re building bridges—symbolized by the very ball we just presented—between fans and professionals, celebrating the full emotional experience of sport. And it’s incredible to be part of a company that truly lives this, every single day.”