29th September 2026

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United Colours of Benetton has launched a new campaign fronted by players from Benetton Treviso, as it renewed its partnership with the Italian professional rugby union team.

Titled United we Stand, the campaign features players from different generations of the Treviso based team, including Michele Lamaro – captain of both Benetton and Italy’s national rugby team.

It also stars players Giulio Marini, Matilde Romersa, Lorenzo Cannone, Leonardo Marin, Alessandro Izekor, and Silvia Sperandio, along with young players Giacomo Falchetto and Giulia Caldato.

The marketing drive is comprised of a series of portraits and a group shot which highlight the drive of the players. It was shot by British photographer, publisher and director Rankin.

He says: “From ground-breaking campaigns that changed advertising forever to a legacy built around colour, culture, and community: Benetton has always stood for something bigger than clothing. This campaign is about bringing that spirit to a new generation. Fashion with feeling, sport with soul, people with personality.”

Alongside the campaign, the brand has also unveiled a new capsule collection dedicated to Benetton Rugby. The new line was designed with both the general public and the teams players in mind, with some of the garments being worn by the players off the field.

At the heart of the range is the polo shirt, which has been reinterpreted from archival designs from 1989 and 1995. The collection also features T-shirts, a green striped half-zip sweatshirt and a bucket hat.

The collection will available at selected stores and online on its website.

*Image Credit: United Colours of Benetton

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