On the occasion of Saucony's 125th anniversary, celebrations for the American sneaker brand's birthday began from Milan, starting again with a character who helped make the brand famous-Rod Dixon.
Wild posters hung in the main streets of Milan's capital city, a streetcar intriguing travelers and a kiosk in Piazza XXIV Maggio, near a cool and yopung shopping and nightlife area, made the brand's celebration program known.
Saucony period advertising
A New Zealand athlete dubbed a running rock star for his unconventional style, Rod Dixon, has been a true legend of the sport. In the 1980s he linked his name to Saucony, a star brand born on the banks of the Pennsylvania river of the same name–after a surprising victory in the New York City Marathon.
From the collaboration with the Flying Kiwi, inspired by the nickname of the athlete, one of the most legendary running shoes in the Saucony catalog-the DXN Trainer was born–and this model is featured in an important comeback in the Originals collection.
Born exactly one hundred years after the brand's founding, the Saucony Originals collection reinterprets archival classics in a contemporary key: what were once performance shoes of their era are now stylish models that offer lovers of the brand the opportunity to wear a piece of the brand's history, sometimes in the faithful OG version, others in refined interpretations and collaborations.
"Then year 2023 is important for Saucony. We celebrate 125 years of history, innovations, and milestones, and we do it the way we like to do it: by telling authentic stories, uniting past and present, different generations, heritage with design. All with the offbeat style that characterizes the Originals collection," Claudia Lunati, global marketing director, Saucony Originals.
"Rod Dixon, the running legend who inspired one of the most iconic models in the brand's history–the one we celebrate on this occasion–embodies this style perfectly. Dixon was not only a formidable athlete but a personality with an unconventional style somewhat like the DXN Trainer born from the collaboration with the athlete. His charismatic character, determination and his being out of the ordinary are the traits we are underlining to communicate the return of a legend," she added.
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