From New England to Turin: the Sebago® Rowing Cup returns
On Saturday 19 September, Sebago® once again brought the rowing tradition and preppy style of the American East Coast to Turin. During the second edition of the Sebago® Rowing Cup, university rowing teams from across Europe competed against one another on the River Po.
There is a natural connection between the Charles River in New England and the banks of the River Po. Think of the well-kept campuses of Harvard and Yale, classic rowing attire and the casual combination of baseball caps and penny loafers. It is the world of style in which Sebago® was born eighty years ago and which is brought back to life during the regatta.
Teams from countries including Germany, Spain, France, the United Kingdom and Italy lined up at the start. Following the official training sessions, the race got underway at 3 pm. Along the Murazzi, deckchairs and details inspired by a classic English regatta created a stylish setting.
There was plenty to enjoy away from the water too. In the Sebago Village, American food trucks, sport and community came together. The day concluded with an aperitif and awards ceremony at the River Centre.
The iconic Sebago Boat – a boat shaped like a dock shoe – also returned to Turin for the occasion. This makes the Rowing Cup more than just a sporting event: it is a celebration of the connection between Sebago®’s American roots and its new home on the Po.
About Sebago:
Sebago® is one of the brands owned by the BasicNet Group, which also owns Kappa®, Robe di Kappa®, Jesus® Jeans, Superga®, Sabelt® and Briko®, leading brands in clothing, footwear and accessories for sport and leisure. BasicNet operates worldwide through a network of entrepreneurs who, under licence, manufacture or distribute the Group’s branded products. BasicNet provides these entrepreneurs with research and development, product industrialisation, and global marketing services. All business processes are carried out exclusively via the internet, making BasicNet a “fully web-integrated company”. Based in Turin, BasicNet has been listed on the Italian Stock Exchange since 1999.
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