Diadora Relay Across Europe Runs To ‘Make It Bright’

Diadora Relay Across Europe Delivers A Pair Of Shoes

Yep, those are the Alps in the background.

This post is sponsored by Diadora. I thought it was a fun story and a great opportunity to share drool-worthy running pics from Southern Europe.

1482 km. 920 miles. 35 runners from 10 countries. Nine days. And one shoebox.

That’s what happened when Italian athletic and sportswear company Diadora decided to fulfill a shoe order in an unexpected way. The idea? Turn the routine into an epic adventure.

Diadora Relay Across Europe Delivers A Pair Of Shoes

I want to go to there!

One unknowing customer set-off a nine-day, 1500-km relay across Southern Europe when he pre-ordered a pair of Diadora’s new N9000 running shoes. Instead of boxing and shipping the shoes per usual, they delivered them on foot.

A team of 35 runners—and one dog!—from 10 different countries passed the shoebox like a baton from Diadora’s factory in Milan, Italy to the customer’s front door in Barcelona, Spain. Runners ranged in age from 19 to 56 years old. Among them were four couples, and one even flew in an airplane for the first time to participate in the relay.

Diadora Relay Across Europe Delivers A Pair Of Shoes

Team Diadora

A live tracker marked the shoes’ daily progress through Italy, Monaco, France, and Spain at makeitbright.diadora.com.

Diadora is a 60-year-old Italian brand that, to be perfectly honest, I’d never heard of before. They started making hiking boots in 1948, then ventured into skiing, running, tennis, cycling, soccer, and lifestyle apparel.

Diadora Relay Across Europe Delivers A Pair Of Shoes

That looks like fun!

Diadora’s motto is “Make It Bright.” In other words, find and celebrate the joy in sports, get outdoors and have a little more fun. I love that! That’s what I try to do with my own running and, really, with this blog. Smile more. Laugh more. Enjoy the fun in running.

Check out the video and these gorgeous photos from the relay.

I had fun drooling over the landscapes. Hope you do too.

Let’s all run with a little more joy and Make it Bright!

Diadora Relay Across Southern Europe Gallery

Karla Bruning


Karla Bruning is a race announcer at the TCS New York City Marathon + other major events, TV host for the New York City Triathlon + contributor to Shape, Redbook, Runner's World + other publications. She used to report for Newsweek but spent her free time squeezing in workouts. Now it's her job. She's run 8 marathons, 30 halves, 10 triathlons + open water swims. When she's not running, talking about running or writing about running, she's snuggling her baby, spoiling her dog + compulsively traveling.


03 2016

3 Comments Add Yours ↓

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  1. 1

    Cool ad campaign.
    Elle recently posted..Williamsburg Street Art RunMy Profile

  2. 2

    What a fun story!! And I love the pictures!!
    Emily recently posted..2016 Shamrock 15KMy Profile

    • Karla Bruning

      I thought it was a pretty cool campaign idea.