Ellesse faced a significant challenge: the brand lacked relevance among young people in South Africa. Despite being an iconic sportswear brand, it struggled to connect with the vibrant youth culture that drives fashion and streetwear trends. To successfully launch the new Calcio sneaker collection, Ellesse needed to bridge this gap and resonate with a younger audience, making the brand not just visible, but desirable. The challenge was to craft a campaign that would authentically capture the attention of young sneaker enthusiasts and position Ellesse as a brand that reflects their style and energy

To address this challenge, Ellesse partnered with South African rap icon Nasty C, a figure deeply influential in youth culture, as their new Africa Brand Ambassador. The "Step into Freedom" campaign was designed to reflect the dynamic and colorful nature of youth culture, paralleling it with the vibrant options in the Calcio collection. By producing a culturally relevant TV commercial, along with a strategic social media rollout, the campaign tapped into local culture and community. Leveraging Nasty C's bold style and widespread influence, Ellesse successfully reintroduced itself to young people as a brand that embodies their self-expression and identity.