DAINESE AT FIERACAVALLI VERONA
28 October 2010 | News
An agreement was signed between Vicenza area company Dainese and the Verona Fieracavalli Show a few days ago. Dainese will take part in the Show, now in its 112th edition, as its Official Safety Partner.
After motorcycles, mountain bikes, and skis, Dainese has decided to take up a new challenge: transfer its concept of protection to the world of horseback riding through the same transversal process that applies the know-how and technology acquired in other dynamic sports for adaptation to new needs in ergonomics and protection.
The main theme of the collection to be presented as a worldwide exclusive at Verona Fieracavalli is protection. Protection is clearly needed in all the various types of horseback riding, and Dainese will be entering this new segment of the market in order to meet this need. Innovative, lightweight, breathable and ergonomic fabrics with Memory-Material, silicone inserts for increased grip, and high-strength nylon stitching are just one part of the novelty developed by the Vicenza-area company.
The continuous and significant growth of the Fieracavalli Show at the Verona Trade Fair Grounds – a world-famous point of reference in the horseback riding world for more than the past 100 years - has played a fundamental role in the Dainese decision to choose this event as the most appropriate setting for the launching of a project of such importance. Originally a basic trade fair, over the years the Verona Shoe has evolved into an authentic container of events all linked to the world of horses and their riders.
Given the array of professional operators and experts in the sector who come every year to Fieracavalli in search of innovation in equipment, apparel, and horseback riding accessories, this operation is destined to assume greater and greater strategic importance for Dainese.
The appointment in Verona is from November 4 - 7, 2010.