From festivals to the quays: K-WAY® brings colour to the European summer

Italy: collaboration with Wake Paradise Milan

One of this summer’s key initiatives is a three-year partnership with Wake Paradise Milano, a popular destination for water sports and outdoor leisure activities located at Milan’s Idroscalo. From 18 June until the end of August, the site will be showcased by K-WAY® through visual installations, branded signage and meeting areas that will bring the brand’s summer identity to life.

In addition, K-WAY® will provide outfits for the entire team of instructors and staff. This collaboration is part of the brand’s ongoing commitment to the world of water sports. Since 2023, K-WAY® has been the official sponsor of the Italian Federation of Surfing, Water Skiing and Wakeboarding (FISSW).

Marseille, a summer setting

In France too, K-WAY® is continuing its summer strategy. From 15 June to 5 July, the brand is organising an activation in Marseille, spread across two venues closely linked to the local summer culture: the Noctilio Boat, which specialises in sea trips and events, and the Café de la Consigne, a popular meeting place in the city.

Through these two complementary venues, K-WAY® aims to strengthen its presence at the heart of authentic summer experiences where sport, relaxation and the Mediterranean way of life take centre stage.

Presence on the European festival circuit

Music festivals are a key pillar of K-WAY®’s summer strategy. From 22 to 26 July, the brand will be present at the Polifonic Festival with a specially designed chill-out area where visitors can find shade, relax and cool off. K-WAY® is thus bringing its flagship concept of ‘protection’ to a summer setting: protection not only from the rain, but also from the sun and the heat.

From 21 to 30 August, the brand will be at All Points East in London, one of the UK’s most iconic music festivals. For K-WAY®, this is an important opportunity to boost its visibility in the UK market and connect with a new generation of creatives, music lovers and trendsetters.

A broader vision of protection

Through this series of summer activations, K-WAY® is highlighting its evolution: from an outdoor clothing brand, it is becoming a brand that adapts to the different moments of outdoor life. Protection thus takes on a broader meaning, with comfort, freedom and mobility at its heart. These events contribute to the brand’s international visibility and strengthen its connection with an active, culturally engaged and ever-moving audience.

Download ​ all the images from Wake Paradise in Milanhere

Download ​ all the images of the Noctilio boat and the Café de la Consigne in Marseille here

^{K-WAY® is part of the BasicNet group, which also includes Kappa®, Robe di Kappa®, Jesus® Jeans, Superga®, Briko®, Sebago®, Woolrich® and Sundek®. The group is active in the sports and leisurewear, footwear and accessories sectors, and operates globally through a network of licensees. BasicNet, headquartered in Turin, has been listed on the Italian Stock Exchange since 1999.}

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