The pink jersey has a new sponsor, which is actually a new brand, a new name from Intimissimi. On the pink jersey, starting May 9th in Durazzo, the IUMAN brand will appear, the new name of Intimissimi men's line, easily intuitive and international "for a brand that in ten years from its first storefront in Brescia, will reach 500 stores worldwide by the end of this year, of which 250 in Italy", as Matteo Veronesi, brand leader of the brand and board member of the group founded by his father Sandro, recalled in last Saturday's Corriere della Sera.

"A distinctive element of this success is also the connection with sports, understood as a territory for body and performance experimentation - wrote last Saturday's Gazzetta dello Sport in the special "Style" page. Among the most significant collaborations, the one with the Giro d'Italia stands out, for which the brand signs the iconic pink jersey, confirming the desire to represent an idea of modern masculinity in constant evolution. With the rebranding, IUMAN - Intimissimi Uomo chooses an incisive and symbolic name: it contains the word 'man' to reaffirm the connection with its target audience", explained Mariella Baroli, essentially unveiling the mystery that will be revealed tomorrow at 5:30 PM in Verona, in the IUMAN store.

The choice of the pink jersey for the large-scale launch of this new brand is a great coup for Rcs Sport, which finds, or rather rediscovers (Intimissimi was a sponsor of the white jersey for a few seasons, ed.), a great Italian company by its side. And the PIF Fund? The discussions continue, many things are at stake, perhaps not just the pink jersey.