The meeting between Napapijri and Alberto Tomba felt meant to be. And for the Autumn/Winter 2025 season, the brand born at the foot of Mont Blanc chooses the alpine ski legend as the face of its new campaign. The result is a narrative that spans places, eras, and shared imaginations without dimming the iconic status of one of Italy’s most beloved athletes.

Since 1987—the year Napapijri redefined outdoor apparel and Tomba won his first World Cup race in Sestriere—their paths have moved in parallel, bound by the same spirit of exploration, excellence, and irony. Today, strengthened by this bond—historical, even—they come together to tell a story made of movement, resilience, and vision.

The campaign, set between Courmayeur, Milan and Cortina, follows a symbolic journey that reflects the brand’s dual soul: technical and urban, authentic and refined. In the campaign video, Tomba wears functional and versatile pieces designed to take on everyday life with the same grit he brought to the slopes. It’s a return to origins, but with eyes set on what’s ahead—towards the upcoming Milan–Cortina Olympics and towards a new idea of Italian identity, defined by character and style.

“Napapijri was born in Courmayeur in 1987, the very same year as my first World Cup victory,” Tomba says. “After all these years, our paths cross to celebrate a shared Italian spirit made of excellence and creativity.” A journey that continues from 1.14 – An Alberto Tomba Story, the short film produced by Napapijri that portrays Alberto Tomba like never before.

ph. courtesy of Davide Masotti and Napapijri