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Culture: Giorgio Armani jumps into the action sports market



Industry Updates

Moody South Africa edit in black and white features kite star Tom Court

Surfersvillage Global Surf News, 23 May, 2017 - Giorgio Armani has just launched a new series featuring athletes in their elements. For the first episode in the series they chose kiteboarding star Tom Court. Could a surfer be next?

"The first episode of this original series follows Mr. Court as he braves the elements in a visually stunning sensorial experience,” Armani said in a statement. “Extreme athletes are not just performers. They are individuals who managed to forge a strong relationship with nature.”

The clip celebrates Tom's connection to the natural elements in his native South Africa. Filmed in moody black and white, the piece is slow, poetic and very beautiful - a far cry from the punk rock shock edits of most rising surf stars.

“Tom is strong and soft at the same time, intense yet elegant, precise yet instinctual,” the ad continues. “He overcomes obstacles, fuses with the ocean and the wind and feels deeply alive.”

The clip is part of an original series by Giorgio Armani Acqua di Giò.

The brand has made a splash lately by endorsing the likes of Cate Blanchette and Julia Roberts.



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