HERITAGE ACTIVATION

MOMO 60th Anniversary Collection – Legacy Reimagined, Limited by Design

CHALLENGE

60 years of heritage. One chance to make it matter.

In 2024, MOMO reached a milestone few in motorsports ever see: 60 years of performance, design, and racing legacy. From its origins on the track to its influence in car culture around the world, MOMO had stories worth celebrating.

But milestones don’t sell themselves.

Anniversaries often fade into forgettable campaigns—generic badges, rushed promos, and tired reissues. That couldn’t happen here. Not for a brand with MOMO’s history. Not on my watch.

We needed to honor the past, flex the present, and give collectors and enthusiasts something they’d feel.

TRANSFORMATION

Heritage Storytelling
Product Design
Collector-Level Launch

STORY

As CMO of MOMO, I led the concept, design, and launch of a limited-edition line to celebrate six decades of motorsport culture, Italian design, and uncompromising quality.

The result:
The MOMO Anniversario Collection
Designed to be timeless. Built to be unforgettable.

We created four hero pieces—each engineered to reflect MOMO’s core DNA of performance, craftsmanship, and Italian pride:

• MOD.07 Anniversario Steering Wheel – Classic deep dish, draped in premium Alcantara with a laser-etched gold ring and tricolor accent.

• INDY Anniversario Steering Wheel – A reimagined American Oak wood ring icon with polished spokes and champagne engraved detailing.

• CORSA PRO Anniversario Gloves – FIA-certified, two-tone black/champagne race gloves, with finger-web embroidery touches that nod to Italian heritage.

• Anniversario Tow Strap – Motorsport-grade, gold-thread stitched, and built to be both art and asset on any build.

Each item was produced in a run of 100 units. No more, no reruns.

The design language was deliberate: subtle Italian flag cues, champagne hardware, clean embossed logos, and elevated packaging that matched the collector value inside. Every detail was obsessively curated to tell a story—without saying a word.

We didn’t just release anniversary items.
We released objects of desire.

IMPACT

• All four items sold out within days of launch—becoming instant collector pieces across motorsport and tuning communities
• Drove record organic engagement across MOMO’s website and email channels during the launch week
• Reaffirmed MOMO’s position as a brand of craft, history, and modern relevance—without gimmicks or trend-chasing
• Created demand for future limited drops and set the tone for MOMO’s next generation of heritage-meets-performance products

TAKEAWAY

Anniversaries are easy to phone in.
But the brands that last 60 years? They don’t.

Under my leadership, we built a global campaign that didn’t just mark a milestone—it felt like one.

The Anniversario Collection was a love letter to MOMO’s past, and a promise to its future:
Italian-made. Racer-approved. Built to be remembered.