Backed by Mark Wahlberg Italian Brand Turns to Skateboarding for One of a Kind Partnership

The skateboarding sport has grown and evolved both in its reach and influence to attract the young generation to it, and also in the numbers. The popularity of sports has garnered the attention of companies who want to tap the unexplored potential of the skateboarding industry. Recently a famous skateboard manufacturer announced its collaboration with a $100 billion dollar franchise to launch exclusively designed decks and accessories.

With recent moves with collaboration and sponsorship deals, an Italian brand backed by famed Hollywood actor and businessman Mark Wahlberg has dived into this competition. The sports shoe brand managed to pull a deal with a globally ranked skateboarder to boost its presence in the sport.

Skateboarding professional signs with P448

Yam Behar a professional skateboarding athlete from Givatayim, Israel is among the top-ranking skateboarders in the world. He is his country’s eight-time national champion in skateboarding.  According to Foot Wear News, he signed a deal with a major Italian shoe brand P448 where he will serve as its global ambassador, campaign for them, and take part in their events.

P448 is a brand of  Street Trends LLC in which actor Mark Wahlberg is a minority stake partner. The brand in its statement on the signing said that this partnership is in the direction of having a deep connection with its natural brand.

The Israeli skateboarder has entered into a partnership with P448 on a new capsule collection. The new exclusive range is named P448 x Yam and will be launched this week. The capsules will be of Vert Style and shall be launched in six unisex colors that will range from neutral neon, and loud neon to faded blue, the color of the Israeli capital Tel Aviv’s coastline.

According to the company, the new collection took months of testing and trials before the final product was finalized.  The product is featured with high absorption and better grip. This new deal came after the brand P448 had signed a deal with sixteen-year-old British Olympic skateboarder Bombette Martin. Yam Behar is excited about the new partnership and shares his thoughts on it.

 Israeli skateboarding star speaks on the deal

The 21-year-old skateboarder is elated with the new partnership with the Italian shoe brand P448. Speaking on the signing the skateboarding professional said, “It was super important to me for the design to be a mirror of my likes, personality and background, yet incorporate exactly what a skate shoe should be, look and feel“.

He further mentioned that this partnership was insane as they all worked hard to bring out the best shoe. He feels proud of the end result, the “YAM” shoe and its features. Yam Behar the national champion is likely to participate in the next year’s Paris Olympics.

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The new deal with the major Italian shoe brand p448 is a boost to both the skateboarding professional and the company. This deal shall be beneficial to the company’s business penetration and the athlete’s future in the sport.

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