A British actor learning how to be Italian might not sound like a fashion moment, but somehow, it works. ellesse has officially entered a new era, unveiling its global campaign “Do It Like An Italian”, fronted by Andrew Garfield. And this is not just another celebrity endorsement. It is a full repositioning of what the brand stands for.
More Than Sport, It’s a Lifestyle
At the centre of the campaign is a simple but powerful idea: sport is not just about performance, it is about pleasure, expression, and style. This philosophy has always been part of ellesse’s DNA, a brand born in Italy and built on the intersection of sport and fashion. Now, it is being reintroduced to a new generation through a more expressive, culture-driven lens.
Andrew Garfield as the “Honorary Italian”
Casting Andrew Garfield is where things get interesting. Known for his understated British persona, Garfield becomes the perfect contrast to ellesse’s bold Italian identity. The campaign follows his transformation into an “honorary Italian” as he navigates language, movement, and style with a mix of charm, humour, and occasional awkwardness. It is playful, self-aware, and intentionally imperfect.
A Campaign Told in Three Chapters
Rather than a single rollout, the campaign unfolds as a story across three cinematic chapters:
- Say It Like An Italian – focused on language, identity, and heritage
- Play It Like An Italian – bringing expression to the tennis court
- Style It Like An Italian – leaning into fashion, confidence, and flair
The first chapter draws heavily from ellesse’s 80s and 90s archive, reviving bold colour blocking, signature silhouettes, and the iconic Semi-Palla logo.
Nostalgia Meets a New Creative Direction
Shot by Oliver Hadlee Pearch, the campaign signals a shift toward character-led storytelling, blending fashion with narrative in a way that feels more cinematic than traditional sportswear advertising. There is also a clear nod to nostalgia, but instead of relying on it, ellesse uses it as a foundation to build something more modern and expressive.
Andrew Garfield on the Moment
For Garfield, the campaign is personal.
“My friends and I grew up coveting and wearing ellesse, so being asked to be part of their team now feels really special,” he said.
He adds that what resonates most is the brand’s focus on joy, movement, and self-expression, rather than just performance.
A Shift in How Sport Is Defined
What makes this campaign stand out is its timing. At a moment where culture is slowly moving away from “grind” mentality, ellesse is leaning into something softer, more human, and more enjoyable. It is less about winning and more about how you show up.
The Bottom Line
“Do It Like An Italian” is not just a campaign. It is a reset. By blending heritage, humour and storytelling, ellesse is redefining what sportswear can represent in 2026. And with Andrew Garfield at the centre of it, the message lands clearly.