MANUEL LICCI *On Sport, Community and Wellness Culture

MANUEL LICCI
Body In Motion

interview + written CHIDOZIE OBASI

There’s no denying the influence fitness and sport have had through centuries and, more specifically, on the creative industry at large. Since the dawn of the Olympics and across further key tournaments across a wealth of disciplines, sports have been permeating the mainstream consciousness, with veterans and newcomers alike embracing and reacting positively to this acceptance of genre.

Manuel wears a cardigan by BRIONI, pants by FIVEFOURFIVE and shoes by SEBAGO

On the fashion spectrum, lines are becoming increasingly blurred between function and tailoring, tackling this field with a packed punch of offerings that infuse elements of wear-anywhere practicality with dashes of winsome elegance and breezy structure. With this in mind, LE MILE’s Fashion Director meets Manuel Licci — Sport and Lifestyle Director at Milan’s media agency Attila&Co — who unpacks the core values of his practice, the importance of community and future hopes. You’re welcome.

Manuel wears a T-shirt, pants and hat by FIVEFOURFIVE, jewellery by LAG WORLD and underwear by CALVIN KLEIN

Chidozie Obasi
First things first: could you introduce yourself to us?

Manuel Licci
I’m Manuel Licci, PR Director for the Sport and Lifestyle division at Attila&Co: a communications agency founded in Milan in the early 1980s. In my daily practice, I develop strategies for brands that operate mainly in the world of wellness and lifestyle. One of my goals is to create authentic connections between companies, talent, medi and communities, promoting stories of inspiration and rich in storytelling.

What’s your earliest memory of sport?

I’ve always been a sportsman, but I’ve never been a professional. I started playing sports at around the age of ten, when I tested swimming (almost forced by my mother, I must admit), then I moved on to basketball and finally soccer, where I played as a goalkeeper in my local team until I was twenty. When I started university and found myself lacking new stimuli, thus I decided to give up competitive sport, but I continued to play in various tournaments for several years. During that period, I also began training at the gym. Since then, sport has become part of my daily routine and has never left it, as I see it a source of energy, discipline, and balance. 

When did you realise that you wanted to pursue this practice as a full-time job?

When I started working in communications, I immediately realized that the world of sports was the field in which I could best express myself, even at a time when terms such as “hybrid athlete” or “running club” were not yet in use as they are today. After the Covid period, in particular, sport has become essential for many, not only as physical activity but also as a moment of socialising, mental well-being and connection with others, reaching an even more diverse audience in terms of age and gender. Sport unites community, values and storytelling: three elements that represent me perfectly.

And how has your journey been so far?

It’s been an intense yet stimulating journey, full of important connections that have enriched me both personally and professionally. I’ve had the opportunity to collaborate with different brands and people, tackling projects that have always pushed me to grow, innovate, and listen to those who work with me, consolidating my belief that sport is a powerful tool for communicating authentic values. 

Sport – and its wealth of facets - has had a significant yet impactful resonance over centuries: from the Greek epoch until the modern day. In your opinion, what have been the most drastic changes (and perhaps the challenges) in how people approach the training side of it, over the years?

n recent years, training has become more conscious, personalised and accessible. Technology has introduced new tools, from wearables to gamification, but the main challenge remains finding a balance between performance, well-being and enjoyment. Today, people are looking for meaningful experiences that connect body and mind, rather than mere results.

Manuel wears a sweater and T-shirt by CANALI and pants by QUARTO ATTO

What values do you look for when picking an athlete to partner with some of the brands in your agency portfolio?

Authenticity, consistency and the ability to communicate real values. An athlete or creator is a strategic partner: they must be credible, share the brand’s vision and be able to build a genuine relationship with their community. Talent is important, but integrity and storytelling are even more so. Only then can collaborations become true engagement experiences.

How important is team building and community in your day-to-day approach?

Fundamental. A good strategy always comes from discussion. At Attila&Co, we have always placed great value on teamwork and community relations. After all, sport is always a team effort: no project can truly succeed without a strong ecosystem to support it.

And tell me: are there any downsides or setbacks you encounter, in this field and in your routine?

As in any dynamic sector, there are challenges: tight deadlines, the need to adapt quickly to change and managing expectations. But these are aspects that fuel creativity and push you to find new solutions. It’s a fast-paced but extremely engrossing environment, where every obstacle can be turned into an opportunity.

Is mental health a theme that is dealt with in the sports sector, or would you argue that it is still a marginalised topic?

Mental health is much more central today than in the past, but it remains an issue where there’s still a long way to go. Fans and professionals are increasingly aware of the importance of psychological well-being. As communicators, we have a responsibility to give space to these conversations in a responsible manner, helping to create inclusive and supportive environments in equal measure.

What's next for you? Future hopes?

My hope is that the social trend that today involves Gen Z and millennials towards a healthy and sporty lifestyle will not fade away, but become a constant source of inspiration, especially in these turbulent times. I would like to see this trend turn into a real movement, capable of motivating more and more people to take care of themselves through sport and wellness. Personally, I want to continue to grow both as an amateur athlete and as a communications professional, developing projects that create credible connections between brands, athletes and communities and help to spread an inclusive, authentic and wellness-oriented sports culture. In my own small way, I want to help build a sports culture that truly inspires people, every day.

Manuel wears a total look by LORO PIANA

credits
all Images (c) LE MILE / Antonio Crotti

seen ANTONIO CROTTI
fashion director + stylist CHIDOZIE OBASI
head of production JESSICA LOVATO
fashion coordinators ALBERTO MICHISANTI + EDWARD PUSCA
make up KIM GUTIERREZ via STUDIO REPÒSSI
hair ANGELICA DAVANZO via BLEND MANAGEMENT
model MANUEL LICCI
production assistant LORIS VOTTERO
fashion assistants ALESSANDRO GIANESIN + ANGELINA PERSIANI + CHARISSE ORDINARIA + VALENTINA INVERARDI