Did you know Barry Sheene was the first to ask for better protection for his back? And because of the double world champion, Italian safety clothing manufacturer, Dainese, has been developing the back protector since 1979.
It’s just one of the many stories Dainese tells via its brand-new website packed with reams of advice, stories and information from the firm’s past, present and future.
Known as ‘Demonerosso’, which translates into English as ‘Red Demon’ and in turn describes the company logo, Dainese’s new website can be found at demonerosso.dainese.com and takes into account its product development since being founded by Lino Dainese in 1972.
The archive is steeped in history having protected many of the great names from the world of motorcycle racing such as Barry Sheene, Giacomo Agostini, Max Biaggi, Kevin Schwantz, Troy Corser and Valentino Rossi. From the knee slider to the back protector and the air bag revolution, Dainese have had a hand in developing many of the great innovations of rider safety over the past five decades by evolving the products with racers so they are suited to road riders by the time they reach the shelves.
In a UK exclusive interview with Bennetts BikeSocial, Dainese’s Brand and Communications Manager, Massimiliano Mirabella, “We have had such pleasure building this – there are so many stories from our brand about challenges, people, research and technologies the company did. Every now and again we meet people who are bikers, skiers, cyclists who are interesting – those who are interested in sport and the associated equipment, so we asked ourselves what is the best format to share these stories. A magazine style was the best choice to get these stories to the world.”
Currently available in two languages, Italian and English, the plan is to have a further four to offer the content far and wide around the world. The site is broken into six areas; Innovation, Design, Craftsmanship, Ergonomics, Protection and Performance. Each contains historical stories, advice and even concepts. From winter riding tips, what to pack for your first track day and the evolution of the knee slider to helmet care tips, the story of elbow down and Pol Espargaro’s diet tips, the new site has useful information for all motorcycle, ski and mountain bike fans.
Another series of article made for Dainese who have a passion for sports but can’t ride/train/ski, called ‘Back To Ride’ are there for everyone who is in lockdown. Most of the articles are written in-house with the site being updated 1-2 times per week, and if not, they are contributed by a friend of Dainese, for example, Nico Cereghini – a well-respected Italian journalist and ambassador for safety.
More video content is on its way, look out for 2018 Bennetts British Superbike Champion, Leon Haslam, offering his top training tips soon.
Bennetts Rewards customers can currently save 25% on Dainese one-piece and two-piece leathers suits courtesy of Dainese D|Store Manchester. Click here for more info.
Protecting those who protect us
As we’re all very aware, COVID-19 continues to play havoc with the world, its people and economies. Among the worst-hit countries is Italy and Dainese has also launched a crowdfunding page to “provide support to those who are fighting for our safety in this time of emergency.”
Already over half-way towards the €200,000 target, the funds raised will be donated to Dipartimento della Protezione Civile (Italian Civil Protection) to provide medical equipment for doctors and healthcare professionals engaged in the COVID-19 emergency. Here’s where to donate.
