A new clothing company in Italy, Ninesquared, developed by a group of professional volleyball players, aims to bring the sport to the masses through fashion, communication and events.
Ninesquared, which is so named to due the size of the volleyball court (81 meters or nine squared), hopes to associate the brand with the sport directly through its logo, which featured a stylized net with a ball, and through its brand ambassadors and sponsored events.
In its first blog introducing the product, Ninesquared puts its vision this way:
“Volleyball is a sport around which so many young people gravitate and it is right that you think for them to have an innovative style, captivating and unique. This applies to all types of volleyball, from indoor to beach volleyball, and all levels, from amateurs to champions representing nationals. The important thing is to support movement. That’s why we like to use the “Join the Crew” slogan. We want to create a group of volleyball fans looking for that little bit more, who feel the need to be part of a movement. Ninesquared sees volleyball as a passion and wants it to become a lifestyle.”
Filippo Lanza, captain of Trentino Volleyball and an Italian national team member, was one of the driving force behind the brand. Lanza said the goal of the brand is two-fold: to increase the appeal of the sport through the visibility of the brand outside of the arena, but also in turn bring more fans to events through its sponsorship of major competitions.
“After the end of the Rio Olympiad, for months we have talked about what to do and the need for visibility of volleyball and between the different languages to be able to contact young people, the fashion one seemed ideal,” Lanza said. “A free-time brand, not technically for the gym. (We are) trying to give boys a dynamic and younger brand, that is also in the front row in the organization of events. Ninesquared will be partners in some big appointments like the Beach Volley Marathon in Bibione, in May, or the trophy of the regions, in the middle of summer in Abruzzo. But not only being present, but also organizing directly some events between show and sport, along the lines of what they have done for a long time in the NBA.”
Others that have endorsed the brand and are helping push the cause are Lanza’s Trentino and Italian national teammate Simone Giannelli, Luca Vettori, Matteo Piano, Paola Paggi and Martina Guiggi as well as Slovenian Klemen Cebulj of Revivre Milan, Vittoria Piani of Busto Arsizio, and Girgia Zannon, libero for Novara.
“I would like if ninesquared would take up the volleyball not only in our world, but also show it to those who do not receive enough information to know and appreciate it,” Gianelli said.
“The products I’ve known are cool and impactful, like the whole family of volleyball.”
Ninesquared is available online or in sporting goods stores throughout Italy. The brand can also be found on Facebook.