Yamaha Motor Europe presents “Born From Glory”. The campaign created by the Armando Testa agency celebratesthe new XSR900 GP, an icon in the Sport Heritage sector and the perfect combination of timeless design and cutting-edge technology.
A motorbike with a bold character and unique personality, created from the glory of the golden age of Yamaha sports and recognisable thanks to its yellow-black livery inspired by the ’70s and ’80s. These iconic colours remind us of the successes of the King, Kenny Roberts, three times World Champion and legend in American competitions thanks to his innumerable successes on the track and flat track which left their mark on motorcycling history and the Iwata brand with his unmistakable style and his unforgettable victories.
Scene after scene, the XSR900 GP takes riders back to the authentic emotions of races in the past, acting like a time machine driving all the clocks crazy, as if by recalling great triumphs they come alive again with ever renewed intensity.
The legendary track at Reims, in France, which has been preserved over time, provides the setting for the campaign: this is a place where the spirit of motorsport is still alive and where XSR900 GP can relight all its allure, making it the ideal way to bridge the eras.
The presence of Kenny Roberts makes this transition even more symbolic. A Yamaha legend, his appearance seals the link between the past and the present, as if it was he himself, accompanying the XSR900 GP as it returns to its origins.
The new campaign created by the Armando Testa agency is an evocative and powerful tribute to a bike which doesn’t limit itself to remembering the past but gets it back in motion.
Produced by AT Studios.
Social and digital planning is also foreseen, with dedicated formats for different channels.
The campaign airs from 28th October 2025.
CREDITS
Client: Yamaha Motor Europe
Agency: Armando Testa Group
Executive creative direction: Nicola Cellemme and Georgia Ferraro
Creative Supervisors: Lorenzo Blangiardo, Maria Meioli
Creative Team: Davide Cortese, Francesca Graziani
Client Lead: Emanuele Cicogna Mozzoni
Account Team: Nicoletta Pittino, Manuel Amato
Production: AT Studios
Director: Luciano Consolini
DoP: Luigi Gamba
Photographer: Walkin Studio
Music and SFX: Human Touch
