BEVERLY HILLS, Calif. (July 22, 2008)—Superga went back to its Italian roots by celebrating the relaunch of distribution in the United States with a charity bocce ball event.

(l-r) Superga Execs Lee Smith, Juliana Prather and Tom Konecki

Friends, families and retailers were invited to partake in a day of carnival-esque activities at the first annual Festa di Bocce in Franklin Canyon Park. Shoes were available at a discounted rate, and all proceeds went to benefit The Art of Elysium, an organization dedicated to providing ailing children with access to the arts.

Actor Elijah Wood

“From the beginning we wanted to be part of a charity that was building memories,” says Superga USA brand president Juliana Prather. “Making children’s experience in the hospital better is what The Art of Elysium is all about. We kicked it off with bocce. You can play, wear our shoes, have a good time and build new memories.”

Actress Tia Mowrey

Earlier in the day, celebrities including Ryan Eggold, Ricky Ullman, Candice Cameron and Tia Mowrey, teamed up with kids from The Art of Elysium to play bocce ball. “I look forward to getting on the court with the kids,” actor Elijah Wood said earlier in a release. “I’m glad that we are able to bring them outdoors for something like this.” Even musical trio and brand fans The Jonas Brothers sent an encouraging message since they were unable to attend due to being on tour.

In addition to testing their ball tossing skills, participants also enjoyed face painting, a petting zoo, a balloon artist and cotton candy. Upon arrival, guests received a canvas bag containing picnic fare, as well as a team T-shirt.

Core Superga style 2760 in the colors of the Italian flag

As a brand that’s been in and out of the U.S. since the 1980s, it’s natural that Superga would have a history. The challenge was bringing it back. So why now? “It’s one of my favorite brands,” says North American CEO Tom Konecki. “A lot of brands are doing a lot of retro things, but retro Europe hadn’t been done yet. We say that they’re ‘crafted in Italy, worn everywhere.’” Indeed.

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