The Olympic Gymnast and Silver medalist Giorgia Villa has rose to become an internet sensation after she was cruelly denied her first shot at Olympic glory three years ago before getting on the plane for Tokyo.
Last 30 July, the 21-year-old from Brescia helped Italy to their first medal in artistic gymnastics since 1928, teaming with Angela Andreoli, Alice D’Amato, Manila Esposito and Elisa Iorio to win a historic silver behind the United States. The Italian quintet have become overnight celebrities back home, where they have been dubbed le fate d’argento (the silver fairies).
However, Villa’s profile has managed to transcend gymnastics in the days since her landmark medal thanks to a viral tweet which unearthed her endorsement deal with parmesan cheese.
The images speak for themselves. There’s Villa posing in her leotard next to a wheel of parmesan. There’s Villa seated proudly with three wheels of parmesan, performing an aerial cartwheel over a wheel of parmesan, doing the splits on four wheels of, yep, parmesan. There’s Villa giving a warm embrace to her "best friend" – you guessed it – a wheel of parmesan. More than 20 sponsored posts across Villa’s social media channels have featured her showing off wheels, blocks and bite-size packets of the hard cheese.
Three months before the Tokyo Olympics, Villa signed a sponsorship deal with the Parmigiano Reggiano Consortium (PRC), the association which oversees production and unites all producers of the cheese.
A press release hailed the partnership as "confirming how the combination of Parmigiano Reggiano and the world of sport is indissoluble in terms of authenticity, quality and energetic value, both in sporting activity and in correct nutrition".
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