Fendi takes the BMX Route with Nigel Sylvester

Sharing its roof with BMX artist Nigel Sylvester, heritage luxury brand Fendi shows how urban hip it can be!

By: Soumya Jain Agarwal

Posted on: May 20, 2019

Nigel Sylvester for FendiYou might know Fendi as a heritage brand with decades of excellence behind it – which it is! But it is also one of the few longstanding brands which has changed with times brilliantly. There is where ‘F is for…Fendi’ comes. It is a new communication platform made by Fendi for the millennials, to share content and experiences relevant for this generation and to accordingly convey the brand’s DNA. 

As part of its strategy, through this platform, the brand showcases artists and personalities who are popular with the millennials. One of the most recent ones is Nigel Sylvester, a bike motocross (BMX) artist, where the cheerful daredevil is climbing up and down the illustrious Fendi Palazzo Dela Civiltà Italiana building, showing off a few bike tricks. 

Riding his BMX bike, Mr. Sylvester strolls around the Palazzo’s arcades, does 360° and rear wheel jumps, while landing effortlessly in front of FENDI’s HQ tall statues. His unassuming bike is also outfitted with the FENDI FF pattern.

Hailing from Queens, New York, Mr. Sylvester is best known for his online presence as well as his social media content, where he exposes his riding skills throughout the streets of global cities. Unlike most professional athletes, he does not compete, instead he develops his career through social media. In 2014, he was the first BMX athlete to be featured on ESPN Body Issue. On YouTube alone Mr. Sylvester has more than 412,000 followers!

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