Ellesse launches ‘Do It Like An Italian’ campaign with actor Andrew Garfield
Italian sportswear brand Ellesse has launched a new campaign under the title of ‘Do It Like An Italian’, fronted by English/American actor and brand ambassador Andrew Garfield.
The campaign marks a defining moment in the Pentland Group-owned brand’s evolution and “a renewed expression of Italian identity”.
Known for his distinctly British restraint, Garfield is cast as the perfect foil to Ellesse’s expressive Italian spirit, embarking on a journey to become an “honorary Italian” by navigating the nuances of language, movement and style with charm, humour and occasional misfires along the way.
The campaign unfolds across three cinematic chapters, each capturing a different facet of Italian expression; ‘Say It Like An Italian’, ‘Play It Like An Italian’ and ‘Style It Like An Italian’.
View this post on Instagram
Guided by an unseen Italian ‘coach’, Garfield moves between earnest effort and self-aware humour - from practising his pronunciation of Ellesse to perfecting his tennis serve.
Jack Richardson, Senior Vice President at Ellesse, said: “I’m thrilled with how Do It Like An Italian has come to life. Having Andrew tell the story brings real authenticity, along with the sense of cheek that should always define Ellesse.”
Garfield added: “My friends and I grew up coveting and wearing Ellesse, so being asked to be part of their team now feels really special. I love their ethos when it comes to the vitality and passionate expression in sport. The beauty and joy of using the body. And the sensual aesthetic style that Ellesse has always been a symbol of.”
Launching with ‘Say It Like An Italian’ this month, the campaign draws on Ellesse’s iconic 80s and 90s archive, signature silhouettes, bold colour blocking and the unmistakable Semi-Palla motif.
First brought to prominence on court by tennis icon Guillermo Vilas, the Semi-Palla has long embodied Ellesse’s belief that sport is as much about expression as it is performance.
Garfield moves fluidly between past and present, bringing a sense of ease and authenticity that reflects Ellesse’s enduring DNA.
Play It Like An Italian, launching in early August, shifts the focus to the court, where tennis becomes less about competition and more about expression. Movement is fluid, instinctive and almost dance-like, leaning into the physicality, rhythm and theatre of the game.
‘Style It Like An Italian’ follows, completing the transformation. Garfield steps into a more confident, sensual mode of dressing, embracing ease, attitude and a distinctly Italian sense of flair alongside the introduction of the AW26 collection, described as “a transition from restraint to sprezzatura”.
Shot by British photographer and filmmaker Oliver Hadlee Pearch, the campaign signals a shift in creative direction for Ellesse. Known for his character-led storytelling, Pearch captures Garfield mid-moment - expressive, instinctive and unguarded blending elevated fashion with a subtle, irreverent humour.
Do It Like An Italian launches globally from June 2026, rolling out across film, stills, out of home (OOH), social-first content and cultural moments throughout the rest of the year.
