In an exclusive, poignant interview posthumously republished, the legendary Giorgio Armani unveiled a lesser-known facet of his monumental life: his unwavering devotion to sports, particularly Italian basketball. Far from the shimmering runways of Milan, Armani found a parallel universe of passion, strategy, and collective triumph on the hardwood courts. This deep dive reveals how the `King of Fashion` meticulously applied his renowned principles of precision and perseverance to rescue and redefine one of Italy`s most storied basketball clubs, Olimpia Milano, leaving an indelible mark on its legacy.
The Milano Imperative: A Twenty-Year Courtside Commitment
For two decades, Giorgio Armani`s name has been inextricably linked not just to high fashion but also to the thumping heart of Italian basketball: Olimpia Milano. What began as a sponsorship in 2004, born from an appeal to save a struggling club, evolved into full ownership by 2008. It was a commitment that many might not expect from a fashion titan, yet it resonated deeply with Armani`s roots and his profound love for the city of Milan.
The “Red Shoes” — a historical moniker for Olimpia Milano — were more than just a team; they were a piece of Milanese cultural heritage. Faced with their potential demise, Armani stepped in, transforming the club into a mirror image of his fashion empire: a bastion of diligence, elegance, and relentless pursuit of excellence. Today, young fans flocking to the Forum proudly declare, “We`re going to Armani,” a testament to how deeply his identity became intertwined with the team`s.
“I entered out of love for the team, for a sport that both my brother Sergio and my sister Rosanna were connected to, and for the city of Milan. I`ve never regretted it, even in the beginning when we weren`t winning. I`ve always felt the gratitude of the people, especially at the games, and I`m happy to have a team and a club that reflect our values.”
This sentiment, shared in what would be his last major interview, encapsulates a philosophy that transcended the glamour of the fashion world. It was about community, legacy, and the quiet satisfaction of building something enduring.
Beyond the Runway: A Basketball Philosophy
Why basketball, amongst his myriad passions? Armani found in the sport a perfect analogy for his own meticulously structured world of design and business. “It`s an organized, rapid, fun team game, where everything can change at the last moment,” he explained. This unpredictability, coupled with the necessity for swift, decisive action, mirrored his approach to work. Success, in his view, hinged on attentiveness, speed, and an unyielding determination, all bolstered by the collective strength of a dedicated team.
This isn`t merely a casual hobby; it`s a strategic extension of his professional ethos. The synchronized movements on the court, the strategic plays, the constant adaptation to opponents — these are the very elements that define a successful fashion collection or a global brand expansion. One might even argue that the court became another canvas for Armani`s innate ability to orchestrate beauty through precision.
Championship Glory and the Unsung Architects of Success
The recent triumph — Olimpia Milano`s sixth championship under his ownership and third consecutive — was a source of immense pride for Armani. He attributed these victories not just to individual brilliance, but to the tireless, day-to-day commitment of the entire team. “I like to think that we win in the right way, all together, as the players shout before going on the court,” he stated, highlighting the power of unity.
Despite the challenges faced during the season, the team`s ability to overcome obstacles, never losing sight of their goal, resonated deeply with his own journey. It was a testament to consistent effort, a quality Armani valued above all else.
Behind the scenes, the leadership of President Leo Dell’Orco and Coach Ettore Messina proved invaluable. Armani hailed Messina as the “true leader,” the “top player of the club,” whose organizational imprint fostered a culture where players could operate “with their eyes closed” due to their shared understanding and goals. This is where the technical precision of Armani`s business mind shines through: recognizing that a beautiful garment, or a winning team, requires not just flair, but a robust, well-managed structure.
The “Derby d`Italia” and a Vision for Italian Basketball
The rivalry with Virtus Bologna, frequently dubbed the “derby d`Italia,” was another point of pride. Armani acknowledged the mutual respect between two clubs that have sculpted Italian basketball history. His competitive spirit, honed in the cutthroat world of fashion, clearly relished these high-stakes encounters, yet always with an underlying admiration for a worthy opponent.
Beyond his club, Armani held a broader vision for Italian basketball. He yearned for greater media recognition, lamenting that it was often treated as a “minor sport,” despite attracting thousands of passionate spectators to every game. His observation points to a persistent struggle for many sports outside the global behemoths of football, demonstrating his advocacy for the sport`s deserved spotlight.
When pressed for his all-time favorite players, he spoke with the fondness of a true fan. Dino Meneghin, a legendary Olimpia figure, stood out, with contemporary players like Nicolò Melli and Kyle Hines carrying that torch. He also mentioned Sergio Rodriguez for his “joy” and Luigi Datome, admired for the sheer “strength” in his decision to retire at his peak after winning a championship.
Milan`s Sporting Spirit and a Broader Italian Pride
Armani saw Olimpia`s success, alongside the triumphs of football giants Inter and Milan, as a reflection of the city`s inherent character. “Milan is a concrete city, and it demonstrates this in sports too,” he declared, linking the city`s pragmatic, results-oriented spirit to its dominance in team sports.
His involvement extended beyond basketball, as he proudly dressed the Italian Olympic national teams, including for Paris and the upcoming Milano-Cortina games. His hopes for a rich medal tally in Paris were steeped in the quiet patriotism of a man who consistently elevated Italian excellence on the global stage, be it through fabric or athletic prowess.
Conclusion: A Legacy Woven in Style and Sweat
Giorgio Armani`s life was a masterclass in creation, a testament to the power of vision and discipline. His commitment to Olimpia Milano, a chapter less publicized than his haute couture collections, reveals a profound connection to the values of teamwork, perseverance, and passion that define true champions. In his passing, the world loses a fashion icon, but Italy also remembers a devoted patron who clothed its athletes and championed its spirit, proving that elegance and grit are, in fact, two sides of the same exquisitely tailored coin.
