SS17 campaign finds influence on the streets...

Always to be found effortlessly cool on the terraces or high street alike, Italian sportswear brand Diadora has long been a key staple for those who prefer a more urban style of luxe.

Embracing their ’80s sports casual heritage, the new SS17 campaign, On The Bright Side, is dedicated to those who take influence from the street, for the street, who live life on their own terms and dance to their own beat, and is fronted by an authentic cast of young influencers, helping to spread the word to a new generation.

The iconic B. Elite sneaker returns as a timeless essential, introduced here in fresh colour themes and, for the first time since its release 30 years ago, a new suede version. Also included is the ’80s style jacket that retains its unique sportswear statement with its contrasting details and colour combos.

The street smart creatives helping to #MakeItBright include rapper and skater Chuck Achike, model Sydney Lima, artist and blogger Charlie Barker, and DJ/producer Luke Storey - all thoroughly modern, yet every bit as vibrant and edgy as Kodie Shane cut that soundtracks the clip, and the Hackney backdrop upon which we find them.

Diadora is stocked in ASOS, Topman, JD Sports and Footasylum, among others, and the On The Bright Side line launches today.

#OnTheBrightSide #MakeItBright #Diadora

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