Totti stars in workplace safety campaign that goes viral globally
Francesco Totti has partnered with safety footwear brand COFRA for an integrated advertising campaign launched on 3 May. The spot, directed by Kassiopea BC and featuring actor Leonardo Bocci, centres on the tagline 'La Dieci è mia… come le Cofra' — a powerful parallel between Totti's iconic number 10 shirt and the reliability of COFRA footwear. The campaign has become viral worldwide and aims to communicate that workplace safety is a fundamental daily choice. Totti, Roma's legendary captain and World Cup winner, is positioned as an icon of reliability, determination, and leadership. He expressed his enthusiasm for joining the COFRA family, stating: 'I am truly happy to be part of the COFRA family. We are talking about a company that for over eighty years has protected millions of workers with competence and seriousness. Safety is a fundamental value, on and off the pitch: representing a leading brand in this sector is a matter of great pride for me.' The campaign promotes COFRA's new NITROGENIUM footwear, featuring an innovative supercritical foam sole expanded with nitrogen gas, designed to deliver comfort, lightweight performance, and maximum safety. The campaign has been translated into five languages and will be distributed across major European markets, further strengthening COFRA's global presence and reputation in the workplace safety sector. The effort underscores that safety transcends language and represents a universal value.





