This year, Valentino Rossi will again be the testimonial for the Dainese press campaign. It's been natural for Dainese to talk about protection, safety and technology for more than thirty years, for Valentino, a few years less.

Finding the way to talk about these delicate topics without being tedious or alarming people is no problem for Dainese: just leave it to Valentino's ironic verve. His free-and-easy style transmits even the most problematic message to anyone at all.

Valentino is so utterly believable because he makes everything he does look apparently easy and transmits the intelligence of someone who knows how to have fun without leaving his head outside the door.

This is the message Dainese is sending out loud and clear. Its full range of gear for motorcycles, mountain bikes, and winter sports is designed for those who want to get the maximum thrills from their favourite sports by playing the right way with the right gear, and the best piece of sports equipment of all, their head!

Giorgio Rocca, one of the stars on the Italian National Ski Team, also demonstrates the extent of Dainese commitment by flanking Valentino in promoting this new way to play with fun, friends, finesse, but above all, brains!

The message launched by this campaign is not just commercial.

In a moment when safety on the road and in sports is in the spotlight every day, Dainese and Valentino double their effort to complete their mission also from the social point of view.