Benetton Group was the main sponsor and majority owner of basketball club Pallacanestro Treviso (then known as Benetton Basket) during its golden era from 1982 to 2012, when the club won 17 Italian titles and 2 European cups.

The Benetton United Colors campaign illustrates how modern advertising has been radicalized into an explicitly political forum. Although lifestyle companies often attempt to associate their products with progressive social movements, Benetton was the first company to eliminate pictures of its products from its advertisements.

2003年2月21日 · NEW YORK — Benetton, known for its politically charged, sometimes offensive, yet always provocative advertising, has launched a $16 million campaign called “Food for Life.” It focuses on victims...

2006年2月7日 · The Benetton United Colors campaign illustrates how modern advertising has been radicalized into an explicitly political forum. Although lifestyle companies often attempt to associate their products with progressive social movements, Benetton was the first company to eliminate pictures of its products from its advertisements.

2024年7月3日 · This campaign depicted political and religious leaders engaging in symbols of love, such as kisses, to combat hatred and encourage unity. Benetton’s advertising campaigns have sparked both global debate and acclaim, drawing attention to critical social issues.

2019年4月8日 · Many of their most controversial images featured no Benetton clothing. Instead, they depicted a wide range of social and political phenomena, from soldiers in the Bosnian war, to a baby with its umbilical cord attached, to a nun and a priest kissing, to a dying AIDS activist.

2011年11月16日 · Benetton Reveals Most Provocative Ads Yet: Political Leaders Making Out! Now this is how you make a comeback. After years of relatively tame ad campaigns, the United Colors of...

Benetton's practical response to the controversy has been threefold. First, Benetton and its spokespersons have reacted ag-gressively within a number of public forums and debates in order to defend its advertising policies by either condemning the criti-cism as a form of censorship or criticizing other ad companies for

United Colors of Benetton has always been set on chasing its dream: that of a world in which people are treated equally, regardless of gender, ethnicity, body, sexual orientation and religious and political beliefs.

However, Benetton’s social commitment, even though separated from the clothing brand United Colors of Benetton, is still present in the Group with institutional campaign of the company’s Unhate Foundation. In fact, according to Brough (2001), Benetton can boast a long story of political activism.