Italian sportswear brand Di Kappa aims for realism in new campaign

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ROME--Robe di Kappa, one of Italy's leading activewear companies, unveiled the first part of what it says will be a growing ad campaign featuring the "No fiction" theme.

The campaign, which so far airs only on TV in Italy, shows athletes on Italy's under-21 soccer team practicing. An interviewer asks them what they want from the future.

"It's a simple premise," says a company spokeswoman. "We're not trying to compete against Nike or Adidas. We didn't ask them to pose or do anything they wouldn't already do."

Created in-house, the campaign aims to draw attention to the company's two lines: leisure clothing under the Robe de Kappa name and sportswear under the name Kappa.

Though the company didn't rule out working with advertising agencies in the future, it says its short-term projects would all be completed in-house, in collaboration with freelance talent.

Copyright June 2000, Crain Communications Inc.

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