AW LAB

On November 25th, in recognition of the International Day for the Elimination of Violence against Women, we hosted a meaningful event at our store in Milan via Torino.   To honor this important day, we organized a compelling talk focused on this critical issue.   We are deeply grateful to Giorgia Soleri, who moderated the discussion, Ilaria Saliva, President and Co-founder of DONNEXSTRADA, and Elena Ranzato, AW LAB Head of Marketing, for their invaluable contributions. Their insights, heartfelt reflections, and impactful stories created a deeply emotional and thought-provoking experience, shedding light on the urgency of this issue and inspiring everyone present.   Let’s continue to commit to respect and safety—not just today, but every day.   A heartfelt thank you to everyone who joined us in supporting this vital cause and making the event so impactful. #AWLABxDONNEXSTRADA #PuntiViola

On November 25th, the International Day for the Elimination of Violence Against Women, AW LAB is proud to announce its partnership with the non-profit organization DONNEXSTRADA. Together, we are transforming 20 of our boutiques in Italy into Punti Viola—safe spaces where anyone in danger can find immediate assistance and tangible support. As part of this initiative, participating AW LAB stores will actively engage with customers and the local community to raise awareness about the resources available to combat gender-based violence. This includes sharing information about anti-violence centers, counseling services, and local organizations dedicated to supporting women. We stand united across Italy, working to promote the safety and well-being of women—not only within our stores but also throughout the communities we serve. #AWLABxDONNEXSTRADA #PuntiViola #25November

Last week, we marked the launch of the PUMA Inhale in style at our brand-new store on Via Toledo, right in the heart of Naples. This reimagined 2000s running icon blends bold aesthetics with modern streetwear sensibilities, perfect for today’s urban culture. The occasion brought together the vibrant community of Naples, featuring local talent and creatives who embody the energy and spirit of the city. Together, we celebrated not just a sneaker but a shared love for fashion, music, and connection. Thank you to everyone who joined us, it’s moments like these that make AW LAB a true hub for culture and style.

With the latest edition of Play With Music coming to an end, our enthusiasm couldn’t be higher!   Together with adidas Originals and our inspiring ambassador Ditonellapiaga, we hit the road in our signature airstream to uncover some of the most talented voices across Italy’s vibrant music scene.   We were thrilled to see more than 600 video performances submitted by emerging artists, each one brimming with unique style, authenticity, and passion. The creativity and dedication of these artists left us truly inspired ✨   What’s next? The winning artist will have the incredible opportunity to open for Ditonellapiaga at her concert in Milan on December 4th 🎤 Stay tuned as we prepare to reveal the winner of this unforgettable journey! 

We couldn’t be more excited to open the doors of our brand-new AW LAB store in Naples, located in the heart of one of the city's most iconic shopping streets—Via Toledo 👟   This milestone is a proud achievement for us, and we couldn’t have reached it without the incredible dedication and passion of our entire team. A huge thank you to everyone who contributed to making this vision a reality  🙌   Stop by our new location to experience our wide range of sneakers and streetwear!

A moment of deep gratitude goes out to everyone who contributed to making the AW LAB Festival a success ✨ The dedication, passion, and hard work of the entire team were truly remarkable, and this event wouldn’t have been possible without them. Moments like these highlight a simple truth: the team always counts. Together, incredible things can be achieved!

An unforgettable day at the AW LAB Festival! We were thrilled to host the inaugural AW LAB Festival on September 14th at Giardino Ventura in Milan. This unique event celebrated inclusivity and self-expression, creating a vibrant space where everyone could shine. We extend our gratitude to our incredible brand partners: Nike, adidas, Puma Italia Srl, Converse, Reebok Europe, New Era Cap, and VRL. Their collaboration brought amazing experiences to life. From electrifying breakdance performances to sneaker and cap personalization and live music, each corner of the festival was filled with creativity and excitement, making the day a true celebration of talent and community. Thanks to everyone who joined us for this memorable day 💖

Celebrating 130 years of Bata on Founder's Day 2024! This year’s Founder's Day was extra special as we celebrated 130 years of Bata—a milestone in our journey of craftsmanship, innovation, and community building. The day was filled with meaningful activities that reflected our values and commitment to giving back. Highlights included: 🐾 "Amici a Quattro Zampe" Farm: a delightful experience where children interacted with small animals like guinea pigs and rabbits, and participated in creative workshops. 🐶 "La Città degli Asini": a heartwarming pet therapy session aimed at promoting emotional well-being and connection. 🎨 Volunteering at "Cooperativa Vite Vere Down Dadi": our team engaged with the cooperative’s remarkable members through a painting workshop, learning about their multiple impactful projects. 🏅 Long Service Awards: we proudly celebrated employees who have been part of the Bata family for 25 years, honoring their outstanding contributions across our offices and stores. The day was made even more special by the presence of Christine Bata Schmidt, a member of the Bata family, who joined us to mark this important occasion. As we reflect on 130 years of excellence, we are more committed than ever to building a future driven by our core values of community, service, and innovation. #BataFoundersDay2024 #BataBCP #WeAreBata #Bata130Years

AW LAB, in partnership with adidas Originals, is thrilled to announce the new edition of PLAY WITH MUSIC — a contest for emerging talent in the Italian music scene, with Ditonellapiaga as our official ambassador 🎤 From August 19th to October 30th, aspiring artists can showcase their talent by creating a video performance, whether at home or in a recording studio, and uploading it to the official platform: music.aw-lab.com The journey kicks off at the AW LAB Festival on September 14th at Giardino Ventura, an event dedicated to celebrating inclusivity and the joy of self-expression. Plus, we’re hitting the road! A custom van will visit key Italian cities, offering the chance to record and enter the contest on the spot. Find it in: ‭• Rome on October 5th ‭• Naples on October 12th ‭• Bari on October 19th Let your music shine! #AWLAB #adidasOriginals #playwithmusic

We’re excited to announce the opening of five new AW LAB stores in Italy, bringing the latest streetwear and exclusive collections even closer to our customers 👟 Our new locations include: 📌 Teramo 📌 Milano Vittuone 📌 Massa 📌 Surbo 📌 Massa e Cozzile Each new store offers a unique shopping experience, with fresh releases and the latest must-have items. Come visit us and discover what's new! #AWLAB #newstore #playwithstyle