Following the success of its Elisabetta Canalis campaign, Macron expands into high-end lifestyle with its O.N.E. collection, now worn by Udinese, Crystal Palace, and FC Basel.
Macron, the Italian high-performance sportswear brand, has launched its Activefashionwear collection – a line that bridges technical sportswear and high-end fashion. Debuted by clubs including Udinese, Crystal Palace, and FC Basel, the collection marks another step in Macron’s evolution into a full-spectrum lifestyle brand, fusing Italian style with performance innovation under the O.N.E. (Own Nothing Else) banner.
“Macron O.N.E. – Own Nothing Else is the aesthetic that takes shape from performance and evolves into fashion, combining elegance, dynamism and functionality in a single vision, which will be perfectly embodied by the players of these three clubs.”
Gianluca Pavanello, CEO Macron
Our SGI Europe view: this is more than an ambassador campaign
The move reflects how European brands are redefining “activewear” as a high-end, design-driven lifestyle category – and how Macron’s Italian craftsmanship and sustainability credentials give it a distinctive edge in a crowded market.
Zooming out: Macron’s Italian heritage
Born in Bologna’s industrial heartland, Macron belongs to the tradition economist Ernst F. Schumacher described as “small is beautiful” in the 1970s. In Italy’s northern districts, that idea meant more than modest scale – it meant beauty through design, purpose, and human values. For Macron, that ethos has evolved: when bello meets beautiful – functionality, performance, and sustainability – it becomes a formula for growth.
What’s next: Macron plans headquarters expansion
Macron is also expanding its Bologna headquarters with a third building for production and R&D, reinforcing its roots while scaling global reach. The brand’s ”Macron 4 the Planet” program ensures all garments are made from certified sustainable materials with transparent supply chains.
Key facts about Macron
● 2024 revenue: €224 million
● Innovative concept distribution network: ~170 “Macron Sports Hubs” worldwide
● Official technical sponsor of 100+ professional clubs, national teams, and sports federations across 25+ countries
● 250+ employees at Bologna headquarters
The bottom line: “A blueprint for the future of activewear”
Macron demonstrates how local craftsmanship, sustainable growth, and global ambition can coexist – turning the “Made in Italy” ethos into a blueprint for the future of activewear.
Dive deeper
● Macron Mission, Vision & Values
