The history of 'No Limits'

Patrick De Gayardon: extreme paratrooper, base-jumper, sky-surfer, inventor of the wingspan, athlete whose protagonist will certainly be remembered events such as the jump from the highest waterfall in the world (Salto Angel, Venezuela , 979 m of altitude difference), or the jump, by helicopter, in the natural cavity of Sotanos De Las Golondrinas, in Mexico (368 m deep and 49 to 62 m wide) and the unforgettable launch and horizontal flight in the Grand Canyon with the suit wing;

Hans Kammerlander: one of the strongest mountaineers of the eighties and nineties, with the ascent without supplementary oxygen of thirteen of the fourteen eight thousand, including most of them solo. He was the first man to ski down from the top of Nanga Parbat (summer 1990) and Everest (May 24, 1996), the latter after having climbed it from the north side, without oxygen cylinders and alone, over time unbeaten record of 16 hours and 45 minutes He made the first absolute ski descents of Nanga Parbat in 1990 and Everest in 1996.

Gerard D’Aboville: athlete whose solitary rowing crossing of the Pacific Ocean is remembered.

Börge Ousland: mountaineer, protagonist of various polar explorations on foot and alone;

Mike Horn: champion of hydro-speed, downhill discipline in streams and waterfalls, the only man to circumnavigate the globe alone, even on foot and at zero latitude;

Guy Delage: the only athlete whose solitary swim across the Atlantic Ocean is remembered;

Victoria Murden: the only female athlete to have rowed the Atlantic Ocean;

Umberto Pellizzari: freediver, holder of various depth world records.

Angelo D’Arrigo: Italian aviator and hang glider who achieves memorable feats alongside his fellow travelers: an eagle, a crane and a condor.
– In 2001 he flew over the Sahara and the Mediterranean Sea following the route of the migratory hawks.
– In 2002 he made his hang-gliding crossing over Siberia and saw d’Arrigo driving a flock of Siberian cranes, endangered species, born in captivity, for 5,300 km, thus reintroducing them into their natural habitat.
– In 2004 he flies over Everest with a Nepalese eagle, another world record.

Maurizio Montalbini: Speleonaut, the only man to have lived for 365 days in space-time isolation in a laboratory built inside a cave.

Angelo and Alfredo Castiglioni: Discoverers and explorers of the ruins of the city of Berenice Pancrisia, the “city of gold” in the Eastern Nubian Desert.

Carla Perrotti: the only woman in the world to have walked alone in the Kahalari (Africa) and Taklamakan (China) Deserts.

Manu Bertin: inventor of kite-surfing and the only athlete who has successfully crossed the entire Atlantic Ocean with this aid.

Viviane Wegrath: extreme paratrooper, base jumper, the only woman to have landed on the mouth of the snow-covered volcano Villarica, in Chile, and to have descended it on a snowboard.

– In the years immediately following the magazine, the “No Limits Books” series was born, all published by Sperling and Kupfer Editori, among which we mention the following:
“Challenging oneself” published in 1993,
“Extreme Objective” published in 1994
“Irresistible Extreme” published in 1995.
“The Abyss in one breath” published in 1992
“The Pacific Ocean with oars” published in 1992
– The periodical “No Limits Way” is also born, sold together with the magazine.
– Patrick De Gayardon created the “Salto Angel” and “Record” events in 1992 (the first absolute jump from 11,700 meters without oxygen “and in 1993 the” Sotano “event.

– The free climber Maurizio Zanolla (alias “Manolo”) climbs the Pale di San Martino in the Dolomites in 1992 with only his own hands
– The base jumpers Mark Hewitt & Carl Newton in 1994 realize the Base Jump event traveling across the United States, launching from structures such as antennas, bridges, skyscrapers.
– Umberto Pelizzari, world champion of deep freediving, realizes “Umberto” where he celebrates the depth record in variable weight – 101 meters
– Andre Pierre Rhem and Jerome Ruby, created the first extreme snowboard event “Snowboard” in 1994, tackling descents never faced before on Mont Blanc with the surfboard

– The “No Limits” brand enters the technical sportswear sector, in a first phase, creating and directly marketing its collections.
– Subsequently, to cope with the increase in volumes and product demand, No Limits signs an important license agreement for the production, distribution and marketing of “No Limits” clothing in Italy and Europe.
– For every single year, two collections are created, Spring / Summer and Autumn Winter.
– The materials that are used in the realization of the technical garments are at the forefront, because the garments are designed and created in collaboration with the athletes of the No Limits Team, and because they are tested and used by the same athletes in the realization of the epic events shown above . These collections, designed by great designers, were shown to the public twice a year with great fashion shows featuring the well-known actress and presenter Natalia Estrada as female testimonials.
– This Company-Athlete combination will be constant for all clothing collections and also for accessories (technical and otherwise) that will be created by the licensees of the No Limits brand. The ownership of the brand, with a view to consistency and absolute quality of its products, has always collaborated and constantly followed its licensees, managing to create with them the values ​​of a brand that has remained alive and still present in the consumer today.

The “No Limits” garments and accessories are sold throughout Europe through their exclusive distributors and, in Italy, through their own single-brand stores located in:

– Rome

– Milan

– Cortina d’Ampezzo

– Courmayeur

– Ponte di Legno

– No Limits grants, in September 1997 and to the television broadcaster “Showtime”, the No Limits trademark for the telecommunications and cultural entertainment sector.
– The collaboration lasts until 2005 and brings the “No Limits” brand into the homes of Americans.

The No Limits world also attracts the big car manufacturers
– In July 1998, a special series of the Land Rover Defender called “No Limits” was created. This is a limited edition with exclusive design alloy wheels and oversized tires, front and rear anti-roll bars and a canvas sunroof.
– In December 2001, Ford also combined its own brand with the strength of No Limits, producing the limited series of the Ford “Ranger No Limits”, a pick-up for lovers of wild and unspoiled nature.

– In 2002 No Limits wins its battle against Puma before the Advertising Self-Discipline Jury (dispute 249/02). In the provision issued at the end of the procedure, the IAP affirmed that it is “undeniable that today the expression” No Limits “has a real identifying value, even more well-founded than the one already existing in 1990, after the intense promotional activity carried out and extensively documented by the instant societies over the past twelve years “.
– In 2005, the Advertising Self-Regulatory Jury, in the 215/05 dispute (No Limits against Wind Telecomunicazioni S.p.a), found that art. 13, paragraph 2 of the CAP (which prohibits “any exploitation of the name, brand, reputation and corporate image of others, if intended to derive an unjustified profit for oneself”) the use by Wind Telecomunicazioni S.p.a. of the expression “happy no limit” to distinguish a telephone service promoted with a famous commercial starring Fiorello and Mike Bongiorno. Wind advertising ends immediately.
– From that moment until 2014 the No Limits brand, in class 38 (Telecommunications and Services), was granted to Wind Telecomunicazioni S.p.A. licensed.
– The intense activity developed around the “No Limits ®” brand has led the latter to enjoy such fame and reputation as to allow it to rise to ultramerceological protection released from the principle of relativity.
– The “No Limits ®” brand has in fact been the subject of a huge branding and merchandising activity over time, capable of developing in the consumer’s perception the appreciation of “No Limits ®” products as a set of values ​​that represent a specific image and philosophy and which, once this reputation has been achieved, transcend the same association with the single product.

– The No Limits Lab Design, the creative structure of No Limits, designs and manufactures “Global Gilet” the only “sleeveless” with built-in trousers, hood and sleeves.
– The “Global Vest” can easily be transformed from a sleeveless to a full-body suit in the event of sudden changes in climate. The external shield is made of ultra-resistant fiber capable of guaranteeing maximum protection and thermal insulation. The interior is made of natural down. Whether you are in an urban environment aboard a motorcycle, or you are immersed in nature, this No Limits garment can be used without sleeves, but in a few seconds it is possible to activate the three different levels of protection (hood, sleeves and legs) inserted in the “Global Vest”, to ensure complete protection of the whole body.

– No Limits creates its new collection of watches called “Vampire”.
– Vampire by NoLimits, in 16 different versions was officially presented during the international fair in Basel: with a decidedly sporty style, made with Swiss movement, steel case and silicone strap for the basic model, then declined in the “IBP” version ( Iron Plated Black) with the special black plating of some parts of the case and in the “Special Edition” version with fully plated case and dial in carbon fiber and sapphire crystal.
– No Limits Vampire was initially distributed in Italy in 200 points of sale.

– “No Limits Lab Design”, in co-branding with the new Tendence brand, also created and invented by the Cavaliere Del Lavoro Filippo Giardiello, creates a new collection of trendy and young watches: three lines of aggressive and seductive watches beyond above all fashion: LILLIPUT 25 mm of charm, color and design, GULLIVER, its opposite in size, but the same in performance and BUBBLE pure patented technology that thanks to the use of liquid silicone can resist up to 30 atmospheres in just 50 grams of weight.
– The Tendence No Limits world is cutting-edge technology, provocative precision design and ironic sensuality. Fun and unusual channels were chosen for the launch, including a TV campaign with an ironic and provocative TV commercial, a communication dictated by the ever-increasing need to approach difficult-to-conquer targets, such as the young and trendy one.
– The new Tendence No Limits brand was created to approach a younger and more trendy target group.
– The result is shocking and uncontrollable: the Tendence brand, thanks to the contribution of No Limits, reaches 2000 points of sale and 50 distributors worldwide in less than 5 years.

The Cavaliere del Lavoro Filippo Giardiello creates No Limits International Investments SA, the company that collects all the legacy, the history of the Brand and the associated communication world, together with the development of the “No Limits Lab Design”.

– A new notoriety research conducted by GFK in April 2015 shows that, out of the total number of interviewees, the perception of the brand is confirmed by as many as 115 people.
– If we want to compare the number of those who remembered the brand today, compared to those who remembered it in 2005, there is a confirmation of knowledge of the brand equal to 41.37%

– It is from this new pay-off and concept that the challenge and the path of No Limits starts.
– No Limits gets even closer to the world of nature, highlighting its current state and retracing its evolutionary path, with its strengths and weaknesses, reinterpreting the historical and most significant events that were made at the time and that the athletes saw of the No Limits Team in contact with a nature that today is no longer what it used to be.
– The message of No Limits is strong, like all the previous ones: “Man in contact with nature and for nature is worth more than any technology”.