Ducati and Piquadro share a history built on pride and quality Two shared values brought to life in a special collection celebrating the centenary of the Borgo Panigale-based brand

"You can reach the age of 100 weighed down by aches and pains, or you can get there in outstanding shape. Ducati has reached 100 in outstanding shape." If you sensed a strong sense of pride in these words from Claudio Domenicali, Ducati's CEO, you were right. We picked up on that same feeling as we spoke with him at an event hosted by Piquadro at its boutique on Corso Matteotti in Milan. Surrounding him was the new collection created by the brand to celebrate the centenary of the Borgo Panigale-based motorcycle manufacturer: four Special Edition backpacks inspired by four iconic Ducati liveries, namely those of the 900 SD Darmah, 750 SS, 500 SL Pantah and 750 F1.

"I absolutely loved it," Domenicali tells us when we ask him how he felt seeing the collection. "For those who know the history, it's incredibly moving. But I think it can have the same effect on those who don't, perhaps inspiring them to go and discover it. Reinterpreting that heritage and giving it a contemporary feel adds even more value to the products we create today. We're always keen to bring different worlds together, whether that's through collaborations with other brands or by drawing on our own history, and to introduce that heritage to younger generations who may not know, for instance, about Ducati's victory at Imola in 1972. I think this collection tells that story in exactly the right way, giving today's products even greater depth and meaning."

The partnership between Piquadro and Ducati goes well beyond a commercial strategy aimed at positioning the two brands in worlds that might seem far removed from their original identities. It is, rather, a meeting of minds between two Italian, and more specifically Emilia-Romagna-based, institutions. "Being chosen and welcomed by a brand like Ducati is a real source of pride for us," says Marco Palmieri, President and CEO of Piquadro. "It's also a brand from our own region, and one with which we share some deeply rooted values. When a company reaches its hundredth anniversary, it becomes something more than just a business: it becomes an institution. By that point, it carries values that go far beyond turnover, profits and the number of people it employs. Being part of the celebrations for a century of Ducati, a true icon, is therefore an honour. It also makes us part of the story of this region, its identity and its products."

"Our partnership with Piquadro is part of our wider Brand Extension strategy," Domenicali adds. "We're always looking for partners who share our values and speak the same language of quality, aesthetics and carefully selected materials, ensuring a truly premium experience. Being a Ducatista goes far beyond owning a motorcycle. Our goal is to make it possible for anyone to become part of the Ducati world, even if that simply means walking into a Ducati store and buying a leather jacket that they might wear for three years before ever purchasing a bike. That jacket needs to be exceptionally well made and of the highest quality, just like the luggage you travel with or the watch you wear. Every single product must reflect Ducati's values. As we develop this side of the business in the right way, we also have the opportunity to introduce the brand to people who might not otherwise come into contact with it. They start getting to know Ducati, become interested, visit the website, browse the products, perhaps head to a dealership, and eventually find their way into the Ducati world. It's simply a different way in, beyond the traditional route."