The importance of sports rituals: Cisalfa Sport launches the #primadellosport campaign

Rituals in sport are sacred. There are those who cannot go running without listening to their favourite song first, or the people who get their training bag ready in the same meticulous manner every night. Even the great champions have their own: from Gimbo Tamberi's half-beard cut to the talcum powder thrown into the air by LeBron James: any superstitious gesture of absolute concentration helps to gather the necessary strength and determination before going onto the field. And from these rituals come the passion and intensity that characterise every performance, regardless of the type and level of competition.

For Cisalfa Sport, a leading Italian company selling the best sportswear, footwear, and sports equipment — and part of the Cisalfa Group — all these actions already represent the very essence of physical activity. This is confirmed by the new communication campaign #PrimaDelloSport, a short film expressing the deep meaning of pre-sports rituals. The campaign video, made by Alkemy Brand Experience, a branch of Alkemy that supports its partners in the creation and production of creative content, best expresses the importance and meaning that these gestures have for every athlete, and ultimately, for each of us.

With the #PrimadelloSport campaign, the Group wants to lead its community to experience sports in a healthy, authentic way, starting with the particular ritual that precedes it, which differs from person to person. This is because we believe in a world in which well-being comes from sports.

Con la campagna #PrimadelloSport, il Gruppo vuole portare la sua community a vivere lo sport in maniera sana e genuina già a partire dal particolare rituale che lo precede, diverso da persona a persona: perché crediamo in un mondo in cui il benessere nasce dallo sport.