Scott Italia 's Marketing Department , coordinated by Nicola Gavardi , has recently expanded its communications horizons by focusing on new faces to tell the story of contemporary cycling. For the 2026 season, the brand has introduced Marta Giunti as its new content creator , launching a collaboration that combines performance, lifestyle, and digital communication.
The announcement marks a strategic step, with a very clear goal: to reach a wider audience, transcend the boundaries of traditional cycling, and reach new communities through authentic and engaging content.
Marta Giunti perfectly embodies this shift in perspective. Sporty, dynamic, and spontaneous, she brings a direct and contemporary language. Her communication is immediate. Her approach is inclusive. Her story is authentic.
During 2026, Marta will integrate a Scott bike into her activities, choosing the Addict 20 model : a road bike designed for the pleasure of pedaling. Ideal for long distances. Perfect for those who experience cycling as a source of freedom, exploration, and well-being. A choice consistent with her style. Marta doesn't view sport simply as competition. She lives it as an experience. As discovery. As a way to feel good.
Addict 20: performance and comfort
The Scott Addict 20 fits into the category of road bikes geared towards endurance and comfort. It is designed to offer lightness, responsiveness, and stability—essential features for tackling long rides on asphalt . The frame is designed to reduce fatigue. The geometry favors a balanced position. The result is a versatile bike, suitable for both advanced enthusiasts and those looking for a reliable means of experiencing the road without stress.
It's precisely this philosophy that resonates with the project. Not just performance. But also the pleasure of pedaling...
Content, events and community
The collaboration between Scott Italia and Marta Giunti will develop on multiple levels. Digital content production. Presence at selected events. Experiential activities in the area. Marta will talk about the brand through her own perspective. She will show what it means to experience a Scott bike in everyday life . She will share emotions, sensations, and real moments. A story that aims to create connection. Not just visibility.
Born in 1997 in Tuscany, Marta Giunti comes from the world of alpine skiing. She was an Italian champion and joined the national team, competing in the European Cup . Today, she's an established content creator. She brings energy, positivity, and determination. She loves challenges. She loves putting herself to the test. She views outdoor sports as a lifestyle. Her world encompasses travel, nutrition, and wellness. A perfect mix for sharing cycling in a new way.
With this collaboration, Scott Italia strengthens its positioning. Cycling isn't just about performance. It's also about personal expression. It's about balance. It's about discovery . And the project with Marta Giunti is a step in this direction. Talking about cycling with new languages. Reaching new audiences. Building a broader and more informed community...
