Kappa starts Euro push for lifestyle lines

Italian sports brand Kappa is launching a multimillion pound pan-European campaign for its menswear collection, featuring Formula One champion Jacques Villeneuve.

The push, which is worth about 1m in the UK, has been created by controversial Benetton photographer Oliviero Toscani. It promotes the company’s men’s lifestyle range, Robe di Kappa, which includes jeans, knitwear, moleskin chinos and polo shirts.

Ads targeting 18- to 30-year-olds will run in men’s magazines including FHM, GQ, and Loaded, and on buses and poster sites.

The campaign rolls out across 24 European countries, following its UK launch, to coincide with the World Cup.

Kappa sponsors the national football teams of Jamaica and South Africa, which are both taking part in the championship for the first time. It sponsors Manchester City in the UK.

Media planning has been handled by Media Faulds as its first piece of business since becoming independent of Faulds Advertising.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here