Scarpa spa stefano cigana

SCARPA SpA is technical sponsor of Stefano Cigana & Bull Days for an active lifestyle around the world

The partnership with the Venetian company confirms the trend of online sales of shoes: a boom that continues to rise

SCARPA S.p.A. walks with me, becoming my personal technical sponsor and footwear that will be worn during the organization of the Bull Days Luxury Experience. The company located in the Veneto region, which proves to be an emblem of freedom and lifestyle in the outdoors, has identified me as the protagonist of new adventures to be lived at the forefront. The pleasure of wearing its trekking and running shoes will see me immersed in my daily workouts, everywhere, in the most particular and suggestive locations. The products of the Scarpa brand will also be able to fully experience the authentic way of life of the owners and collectors of the bull’s dream cars, standing at the foot of the Bull Days crew.

SCARPA: authentic emotions since 1938

Sustainability, Care, Air, Respect, Performance, Authenticity. These are the words that make up the acronym, the unmistakable value mark of Scarpa S.p.A.. The company was founded back in 1938 and has always been projected into the future: walking, running and climbing are the cardinal points of a true philosophy of life.

Extreme comfort, high performance, maximum durability and burning passion are the main features of the Asolo brand’s products, dedicated to all sportsmen and enthusiasts. The entire work team moves in sync with the research and development department. Studying and shaping the most effective forms, perfecting excellence day after day are the common goal.

Scarpa S.p.A. is a company that has the environment and the outdoors in its DNA. An eco-sustainable lifestyle, sporty and active, but at the same time able to slow down the pace to enjoy the pleasure of walking and contemplating the landscape.


Having Scarpa as my technical sponsor goes beyond a mere commercial operation, becoming instead the perfect opportunity to unite the intentions in front of a challenge shared by all free spirits.

Wearing Scarpa during the organization and surveys of the Bull Days Tuscany Reloaded will be just the startpoint for extreme adventures and daily training in some of the most captivating natural and urban places on the planet.

I will be equipped with a sports line that will support me as a true partner, ally and cornerstone in every effort as in every goal. Dedication and determination are the levers that I have always used along the path I have decided to follow and from today I will do so wearing Scarpa.

This partnership, a source of pride for me, is also conducive to increasing my personal branding. But why did the Asolo brand, whose Ambassadors include many professional runners, athletes and mountaineers, choose me?


When you put your heart and mind into what you do, when you perfect yourself day after day to push your limits, that’s when victory becomes a simple consequence. This belief, fully espoused by the Scarpa brand, is the same one I personally cultivate. The shared belief was definitely a key point in the development of this synergy, but not the only one.

My person is increasingly becoming a recognized brand.

Why? What do I represent?

The image and action of the typical self-made man, a person on the borderline between the standard roles of manager and creative person who makes the desire to go beyond an unavoidable dogma. I consider the coexistence in me of passion, sport attitude and luxury lifestyle as the element that distinguishes me. Capable of capturing Scarpa’s attention, to the point of giving new perspectives to the brand and the renewal of the company’s values.



Being aware on both fronts that adopting a creative strategy, capable of increasing the perceived value of the brand and converting it into sales, is the fundamental action to be taken alongside the opening of an e-commerce site.

We know how the value of a product goes beyond mere materiality and functionality, since it is a condensation of values, stories and experiences. A SCARPA product is much more than just a shoe. Telling these stories and emotions is the task of storytelling, an essential tool to trigger the mechanism of identification with the product that anticipates the final purchase. Today, these strategies travel on the web and it is impossible to ignore them.


We’re talking here about dynamics that are taking shape at this very moment in history when all companies are pursuing a frantic race towards online commerce and digitalization.

The recent +82% in online sales of the giant Nike is irrefutable proof of this. A figure emblematic of how consumer trends are significantly moving in this direction.

Online sales, combined with product quality and performance are also a feature of GP Store, a shop already present in Panama, Colombia and Guatemala. Now also available in an online marketplace version, dedicated to the motorsport world, for all of Latin America. In which, together with my partners, I started selling the collections of the top brands of Formula 1, Moto GP and the entire universe of engines.

Having an efficient e-commerce, based on an innovative communication strategy, goes beyond the concept of trend, becoming a fundamental necessity to survive and grow in the current and future market.

Stefano Cigana

Scarpa spa stefano cigana

Hotel Villa Cappugi, a paradise on earth at the gates of Pistoia

Villa Cappugi is the bleisure destination that I have chosen to design luxury appointments immersed in history and nature.

I had the pleasure of spending a regenerating and inspiring stay at Villa Cappugi. A 4 star hotel in Pistoia among the most appreciated in the area and internationally famous. An ancient country villa immersed in the history and nature of Pistoia where the knowledge of Tuscan tradition and modern comforts are harmoniously combined.

The charm of Hotel Villa Cappugi

Hotel Villa Cappugi is the ideal place for leisure and business stays. Spacious and elegant rooms, warm and welcoming atmosphere, tours and excursions, tasting of fine Tuscan wines, give shape to the most authentic Tuscan style.

The elegant structure is equipped with numerous services both for those who want to achieve total relaxation and for those who are looking for a peaceful corner where to elevate business to a new level. The Congress Center, the large and well-equipped meeting rooms and the widespread wifi make it a perfect bleisure destination. The crystal clear swimming pool, the lush garden, the tennis court and the five-a-side football field complete a unique experience.

A sense of well-being and wonder in front of the wonder, desire and joy of discovering the bucolic surrounding nature. This is the state of mind that guided and inspired me, step by step, among the paths, the olive trees and the cypresses, in a landscape designed by the sweet lines of the Tuscan hills.

Adjacent to the modern structure is Villa Cappugi, the noble residence that once belonged to the Cappugi family of Milan. The family used to spend their summer vacations in this harmonious villa immersed in the countryside of Pistoia.

The historic building is characterized by a timeless classical atmosphere. The exteriors are distinguished by the Tuscan canons of architecture. The suites and the interior rooms are decorated with chandeliers in precious glass, frescoes, marble and many other refined details that give life to a timeless style and great charm.



These are the views that greeted me in the city dominated by the dome of the Basilica of Our Lady of Humility, one of the few in the world with a double dome. Founded in Roman times on the basis of ancient Etruscan settlements, Pistoia is a magical place rich in echoes of the past that has always inspired artists and poets.

A unique city that retains its medieval charm. Piazza del Duomo, with the Palazzo di Giano, the Cathedral and the bell tower, the Palazzo dei Vescovi, the iconic Baptistery and the imposing Palazzo Pretorio, is capable of taking us back in time.


Dubbed as the “enchanted city of stone”, Pistoia is a labyrinth of churches, cloisters, palaces, museums, works of art and monuments at the edges of which rise villages, churches and fortified castles of great beauty.

«[…] T’amo, città di crucci, aspra Pistoia,

pel sangue de’ tuoi Bianchi e de’ tuoi Neri,

che rosseggiar ne’ tuoi palagi fieri

veggo, uom di parte, con antica gioia.»

(Gabriele D’Annunzio, Le città del silenzio: Pistoia)


The history of the nearby Sbertoli Villas

I explored the most secret corners of the sinuous hills at the foot of Hotel Villa Cappugi, silent guardians of ancient stories that are always present. Going out to walk in the nearby areas, I discovered that the Hotel is located on the perimeter at the base of the hills that hide the Ville Sbertoli.

In the nineteenth century they were wonderful villas surrounded by a lush garden from which you could admire the beauty of Pistoia. It is said that the son of the owner suffered from a mental illness that no one could cure. At his death the man donated the property to a pious work that would take care of people with those disorders. By doing so, the boy would be able to live in a sanitary environment that would also make him feel “at home”.


The place was chosen by Dr. Agostino Sbertoli for the particular microclimate, the same that favors the growth of plants in the nurseries, ideal for wellness and physical and mental serenity. It is not by chance that even before him, during the 17th and 18th centuries, various patrician families of Pistoia appreciated the benefits of this singular climate with its exceptional salubrious air. In fact, they built several important villas and farms here.

The complex composed of 26 buildings was soon used as a nursing home and neuro-psychiatric hospital. The structures were closed in 1978 and have been abandoned for over ten years.

An area of 5 hectares swallowed up by nature and mirror of times now remote. From here emerges the majestic central villa, rich in frescoes and secrets, a mysterious place wrapped in a surreal and suspended atmosphere. Still today the palace watches over the city of Pistoia from above.

The ideal location to give life to a new luxury tourism

In addition to exploring the city of Pistoia, the surrounding area and enjoying maximum comfort and relaxation, the stay at Hotel Villa Cappugi was also perfect for holding meetings and gatherings.

A strategic epicenter between the inspections in Lamborghini for the organization of Bull Days Tuscany Reloaded and the development of new and innovative luxury experiences. The hotel in Pistoia was, in fact, a prestigious location to design and give life to a new horizon in luxury tourism.


Stefano Cigana

Société des Bains de Mer frames the Bull Days Monte-Carlo

A historic celebration of what the Bull Days Luxury Experience represents around the world

Today an intense flash of light marked a memorable day, one to be celebrated. With my staff of Venetia Communication I share in fact the satisfaction, the pride and above all the honor given to us by the historic Société des Bains de Mer of the Principality of Monaco, seeing presented in the cover of its Newsletter today, the iconic Dream Car of the Bull, recognized image of Bull Days.

The highlight that starts from Monte-Carlo towards the whole world, seals for our brand “Bull Days” such a historical celebration, able to clearly engrave the timeline of Venetia Communication.

The Société des Bains de Mer, founded in 1863, the soul that built and developed the luxury experience of the Principality of Monaco, last year gave us the opportunity to turn a dream into reality, the Bull Days Monte-Carlo. An event that has established itself under the official license of the Principality of Monaco. As well as the first automotive event to run through the brand new Place du Casino.

The growth of this communication element allows us to be a recognized business model that places us on the catwalk of tourism development.

Intelligently considering the work done since 2018, the Bull Days Luxury Experience, an undeniable objet de désir, is an innovative paradigm in the lifestyle concept.

Its professional and generative know-how, as well as in the automotive world, is expressed in the synergies and connections with luxury brands. Configuring itself as a futuristic structural format of international promotion of luxury brands.

Seeing one’s own creature grow enriches the meaning of life…

A wealth of experience, assets and skills that fused together make this automotive event an established international mobile platform, in which the energy of Bull Days makes that of the world flow.

Stefano Cigana