April 14, 2026

Diadora “Anatomy of Carbon”: What is Innovation Made of?

For the launch of Gara Carbon 3, Diadora’s latest carbon-fiber shoe for elite runners, we partnered with the historic Italian brand to create a narrative that brings together two territories and two Italian excellences. On one side, the Run Valley – home to Diadora’s headquarters – where expertise, craftsmanship, and research translate into sports innovation. On the other, the Motor Valley, a symbol of speed, precision, and engineering culture, embodied by Ducati. What connects them is a common philosophy: attention to detail, an obsession with speed, and a constant push toward improvement.

Photography by Record Studio

Carbon is the material expression of this shared vision. With Anatomy of Carbon, we made it visible: an immersive installation at the Misano World Circuit and at Diadora’s headquarters, where videos, sketches, and products showcased all the research and design thinking behind these results.

Photography by Record Studio

Once we understood what innovation is made of, we put it to the test. With Race The Gara, a high-speed, invitation-only 5K at the Misano circuit – a true temple of speed – the story took to the track.

Photography by Alessandro Simonetti

The Solo House was in charge of the concept, creative direction, and production of the entire project. The challenge was to make visible what usually remains unseen, turning technology into experience. And judging by the energy on the track, we can say we crossed the finish line.
Art direction: Alessandro Lopez Mezzadri
Exhibition design: Giuseppe Melone
Producer: Federico Sigillo
Production assistant: Gabriele Ansaloni
Production assistant: Jason Donato
Photographer: Alessandro Zuek Simonetti
Photo and video agency: Record Studio