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Few figures in football history command the same transcendent, almost spiritual reverence as Roberto Baggio. For Fall/Winter 2026, Italian sportswear titan C.P. Company taps Il Divin Codino as the face of its latest campaign, stepping completely away from standard, high-octane sports advertising to deliver a quiet, deeply reflective portrait of resilience and inner discipline.
Shot by acclaimed photographer Neil Bedford, the campaign shuns stadium lights and theatrical action in favor of intimate, stripped-back portraiture. Wearing technical outerwear from the new collection, Baggio embodies C.P. Company’s foundational ethos—“Sportswear not for playing in”—repositioning functional garments not as active matchwear, but as a practical armor for daily, meditative life.
The narrative arc of the collaboration centers on perseverance, internal struggle, and the relentless pursuit of self-mastery. Mirroring Baggio’s legendary career—marked by catastrophic injuries, stoic comebacks, and unwavering mental fortitude—the collection mirrors C.P. Company’s own historical obsession with relentless fabric experimentation, garment dyeing, and archival evolution.
