HiPRO, a Danone brand specializing in the offer of high-protein products functional for the muscle recovery of athletes, confirms itself for the second year in a row as a sponsor of the 107th edition of the Giro d'Italia 2024, one of the most beloved sporting events in our country. The brand is alongside the athletes and all cycling enthusiasts together with Nicolò De Devitiis, a well-known television personality and the first Italian bike blogger and Iader Fabbri, a scientific communicator.
This year HiPRO is launching a new multi-channel campaign dedicated to exploring the world of proteins, nutrition and sports. And right on TikTok, Nicolò De Devitiis and Iader Fabbri, tell in four episodes the adventure at the Giro d'Italia with HiPRO and the Combativity Award, an idea that over the years has strengthened the synergy between HiPRO and the Giro d'Italia, thanks to the Dorsale del Combattivo, an exclusive recognition worn by the person who at the end of each stage has stood out for strength, tenacity and positive spirit, rewarding those who pedal without stopping to cross the finish line anyway, regardless of their position in the rankings.
A series of episodes that started in Turin, first stage of the Corsa Rosa, where, in the company of Iader Fabbri, Nicolò De Devitiis discovered why proteins and HiPRO products play such an important role in the nutrition of athletes and cyclists.
And yet, “COMBATTIVI SI DIVENTA” and the second episode, in Foligno, confirms this, and then moves on to Perugia where, on the occasion of the third episode, entitled “Il GIRO gira con la CAROVANA”, Nicolò and Iader discover together the importance of proteins and nutrition for a perfect sports performance, to then conclude their journey after 21 days in the Capital.
In Rome, also the last stage of the Giro d'Italia, “Every STAGE has a FINISH LINE”, Nicolò will reward the fighter of the previous stage and will retrace everything he has learned about the world of cycling, nutrition and the vast range of HiPRO protein products, becoming a true “fighter” himself.
Each appointment on air on the HiPRO TikTok profile is therefore an opportunity to enhance and focus on the real goal to overcome: the challenge with oneself, a strength that must be nourished workout after workout, thanks to the support of a correct and balanced diet.
“21 days of presence on TV schedules and a multi-asset activation that enhances the brand with innovative storytelling are the assets we are counting on to tell the world of HiPRO to an increasingly wider and more diversified target” – he states Lucia Chevallard, Marketing Director of Danone Italy – “Wherever the Giro takes place, HiPRO will also be there and we are very satisfied to have on board the charisma and passion for sport of Nicolò De Devitiis and the expertise of Iader Fabbri: together we will get in the saddle for an exciting journey in the name of combativeness and self-discovery”.
