Our History
A history of more than thirty years, breaking down every limit of the human being
The History of No Limits
Alongside extraordinary athletes who have given life to legendary feats
Birth and explosion of the No Limits world
Birth of the Brand
Cavaliere del Lavoro Filippo Giardiello, a watchmaking entrepreneur for four generations and creator of the Sector brand, creates the "No Limits ®" brand, registered on May 21, 1990 with the Italian Patent and Trademark Office (registration no. 534918). The brand immediately connected to the world of emerging extreme sports, embodying a philosophy that evokes a strong belief in a company seeking its own limits.
The "No Limits World" Magazine
The "No Limits World" magazine is born, "the only magazine of the extreme", launched with 100,000 copies. Published for 10 consecutive years (1991-2001) in Italy, UK, France, Germany, Spain, Greece, Japan and Brazil. The magazine creates a Sport Marketing division with 5 staff members and EUR 2,500,000 average annual investment. The "Library No Limits" archive: 1,866 films, 8,000 hours of footage and approximately 15,000 photographs.
The "No Limits Team"
The legendary No Limits Team is born with extraordinary athletes: Patrick De Gayardon (wing-suit inventor, Angel Falls jump), Hans Kammerlander (first man to ski down Nanga Parbat and Everest, 16h45' record without oxygen), Gérard d'Aboville (solo Pacific rowing crossing), Börge Ousland (polar explorer), Mike Horn (hydro-speed champion, solo globe circumnavigation at zero latitude), Guy Delage (solo Atlantic swim), Victoria Murden (only woman to row the Atlantic), Umberto Pellizzari (freediver, 101m record), Angelo D'Arrigo (hang-gliding over Everest), Carla Perrotti (solo Kalahari and Taklamakan desert crossing), Manu Bertin (kite-surf inventor), Viviane Wegrath (extreme base jumper).
No Limits Books
"No Limits Books" published by Sperling & Kupfer: "The Abyss in One Breath", "The Pacific Ocean with Oars", "Challenging Oneself", "Extreme Objective", "Irresistible Extreme". De Gayardon sets the absolute record of an 11,700-meter jump without oxygen.
No Limits Centers
Sports centers are created in Italy (Cortina d'Ampezzo, Valle d'Aosta, Chieti, Nettuno-Rome, Reggio Emilia, Santa Teresa di Gallura, Catania) and abroad (Schwangau in Germany, Crested Butte in Colorado, Verbier in Switzerland, Deland in Florida).
Television
"NO LIMITS World" airs on Telemontecarlo (1994-1996), followed by a mini-section within "Non Solo Moda" on Canale 5/Mediaset (1995-1997). Collaborations with BBC, DSF, JVT, National Geographic Channel and Mediaset.
Sportswear
Technical sportswear collections are created with two annual collections, cutting-edge materials, designed with No Limits Team athletes. Natalia Estrada serves as the female testimonial. No Limits Stores open in Rome, Milan, Cortina d'Ampezzo, Courmayeur and Ponte di Legno.
US Expansion
No Limits grants the trademark to television broadcaster Showtime for the telecommunications and cultural entertainment sector (collaboration until 2005), bringing the brand into American homes.
Land Rover "No Limits"
The special limited edition Land Rover Defender "No Limits" is produced with exclusive alloy wheels, oversized tires, anti-roll bars and a canvas sunroof.
Licensing Expansion
The brand is licensed for eyewear, watches, school supplies, footwear, hats, backpacks, bags and sportswear. Partnerships with Allison, Cartorama, Siport, Ford Italia, Tucano Viaggi, Q8, Total, IDT, Wind Telecomunicazioni.
Brand awareness and success on the market
North Pole Expedition
No Limits serves as technical sponsor of the "Duke of Abruzzi" expedition to the North Pole: 30 participants including Mike Bongiorno, Monsignor Liberio Andreatta, Amedeo d'Aosta and Hans Kammerlander. At the North Pole, Monsignor Andreatta celebrates Mass and plants a Cross blessed by Pope John Paul II. In December, the Ford Ranger "No Limits" is produced.
Legal Victory Against Puma
No Limits wins before the Advertising Self-Discipline Jury (dispute 249/02). The Jury recognizes that "it is undeniable that today the expression 'No Limits' has a real identifying value", confirming the brand's ultramerceological fame.
"The Official Sponsor of Dreams"
"NO LIMITS – The official sponsor of dreams" media campaign. The "Roma No Limits" sporting events are organized (2003/2004 and 2004/2005), the first extreme sports event within everyone's reach.
No Limits Reality
"No Limits Reality" TV series of 50 episodes aired on Mediaset. The "Global Gilet" is designed – the only sleeveless with built-in trousers, hood and sleeves, transformable into a full-body suit.
Brand Awareness: 27.8%
Eurisko research certifies a brand awareness of 27.8% among Italian consumers. Victory in the legal case against Wind Telecomunicazioni. The brand achieves "renown" status, transcending specific product categories.
"Vampire" Collection
Launch of the "Vampire" watch collection with 16 versions, presented at the Basel international fair. Swiss movement, steel case, "IBP" version and "Special Edition" with carbon fiber dial and sapphire crystal.
Tendence Co-branding
Collaboration with Tendence for three watch lines: Lilliput (25mm of charm), Gulliver (imposing dimensions), Bubble (liquid silicone, resistant to 30 atmospheres). Within 5 years: 2,000 retail points and 50 distributors worldwide.
No Limits – New Limits
No Limits International SA
Cavaliere del Lavoro Filippo Giardiello creates No Limits International Investments SA to consolidate the entire brand heritage, the communication world and the development of "No Limits Lab Design".
Brand Awareness: 41.37%
GfK research (April 2015) confirms a brand awareness of 41.37%. The new pay-off "New Limits – No Limits" is born: the brand gets closer to the world of nature. "Man in contact with nature and for nature is worth more than any technology".
A new era
New Ownership
The brand is acquired by young entrepreneurs who continue the legacy of the past. New trademark applications are filed for: furniture, fitness equipment, food products, coffee and confectionery, beverages, advertising, telecommunications, transport, training courses and software.
Brand Awareness: 46.6%
BVA Doxa research certifies a brand awareness of 46.6% in the Italian population, with peaks above 50% among men, athletes and those over 45. 85% express a favorable judgment, over 40% rate it as excellent. No Limits is present in Serie A football and in the Milan and Rome fashion weeks.
