PIONEERING THE FUTURE OF LICENSING

1990s

Launched Barbie’s first licensing strategy in Europe, covering apparel, accessories, and creating the Barbie Magazine. Established strategic partnerships for luxury brands including Gianfranco Ferré, Bulgari, Tod’s, and Ferrari. Leveraged trend-driven insights to expand brands into new lifestyle categories for Corona Beer, Maserati, Pirelli and others.

2000s

Introduced licensing as a strategic business model for football merchandising. Created a unified framework for top Italian and European clubs, enabling global distribution and supporting projects such as EA Sports’ FIFA video games. Extended the model to MotoGP, Formula 1, and iconic champions including Valentino Rossi and Michael Schumacher.

2010s

Pioneered licensing as a strategic tool to reposition historical, iconic brands as contemporary high-end labels, including Borsalino, Braccialini, Ken Scott, Baldinini, Mario Valentino and Gherardini. Developed programs for performance brands such as Brembo, Ducati, and Momodesign, translating innovation and design into lifestyle products for motorsport enthusiasts.

2020s

Launched the Leonardo da Vinci Signature Project. For the first time, reproductions of Leonardo’s drawings can be used under license together with his authentic signature registered as a trademark, to ensure that the drawings are legally protected and the IP is properly safeguarded.