Tony Effe stars in the new campaign by KING and Under Armour The collaboration for those who don’t wait for the right moment, but create it

KING, a leading Italian retailer in lifestyle and sportswear apparel, announces the launch of a new sportswear campaign created by Under Armour and starring Tony Effe, an icon of Italian trap and ambassador of the American brand for over two years. Live from March 9, the campaign merges Under Armour’s aesthetic with Tony Effe’s strong identity in an intense and unconventional visual narrative.

The claim, EVERY STEP LOUDER, captures the essence of a campaign that celebrates the attitude of those who break the rhythm of everyday life with a bold and distinctive transformative force. A statement for those who do not wait for the right moment, but create it. This is not just a collaboration, but a project that strengthens KING's positioning as the go-to destination for those who want to express their personality between sport and lifestyle.

The campaign highlights the new sportswear collection, defined by innovative design and premium materials. A key example is the sneaker Explor Trail, combining outdoor-inspired details and functionality with cutting-edge urban style, alongside the Unstoppable apparel line - breathable, durable and water-repellent - representing the ultimate evolution in every athlete’s look.

The range is completed by the Echo, a sport-inspired shoe designed with an innovative silhouette for every moment of the day, and the Tech Runner, which draws inspiration from the world of retro running. Every step symbolizes evolution through friction: sport, culture and lifestyle merge, transforming the journey into a sequence of iconic moments.

The project will also come to life offline with an exclusive Meet & Greet with Tony Effe, scheduled for March 27 at the KING store inside To Dream Urban District in Turin. A special moment dedicated to the KING community, who will have the chance to meet the artist, experience the campaign’s energy up close and immerse themselves in the brand’s universe. The initiative confirms KING’s commitment to building authentic connections between brand, territory and audience, transforming the store into a space for culture and relationships as well as retail.