The Pirelli campaign, the image of Lewis, the claim 'Power is nothing without control' are not, of course, a political manifesto, they do not claim to be masters of new global socio-cultural balances.

But they do reveal the wind that blows./strong>

They become, although not entirely consciously, witnesses to the times. A time that still lasts today, in which, after financial, environmental, health and geopolitical crises, we continue to ask ourselves how to write new maps of knowledge and action. How to drive change. This is why that quote we began with in our story remains topical. Because of the strong link between power and control, that is, for that dimension that we now call sustainability, both social and environmental, and for the relationship between the power of technological innovation, starting by shattering new frontiers of artificial intelligence, and human awareness (Sandro Modeo and Massimo Sideri write about this).

In any case, in those 1990s, Lewis, an Olympic champion, strengthened and relaunched a historic link, stretching into the future: that between Pirelli and sport.

Shortly afterwards, under the same tagline, came other champions: the French athlete Marie-José Pérec (gold medallist in the 400 metres at the 1992 Barcelona Olympics and in the 200 and 400 at Atlanta 1996) and then Ronaldo, extraordinary soccer player, photographed by Ken Griffiths balancing on the top of Corcovado, in place of the statue of Christ the Redeemer, in Rio de Janeiro. The soles of their feet are the tread of the P3000 tyre: grip, road holding, pragmatism. The game continues.