"Michelangelo"

Michelangelo’s David is undoubtedly the most important and representative sculpture of the classical era. It had been carved from a marble block that had been set aside from the Florence Cathedral construction. It’s also been one of the most vandalized and imitated sculptures of all time. Nowadays, we talk about it as a symbol of Italy’s manufacturing excellence on the world’s stage.
“Michelangelo” is the name engraved on the chest banner. This combines the name “Michelangelo” (the true author and sculptor of the mythical sculpture) and the name of the well known tire company, “Michelin.” This brand in fact is represented by the “bibendum,” an imaginary man-like creature made of soft circles that looks as if it was made up of car tires. It’s a symbol of our contemporary imagery, recognizable in our everyday urban life as a strong symbol of mass production, representing an established aesthetic rather than just the mere association to a single product. So Michelangelo is the David that sheds his traditional context and enters into a new suit. It exits its academic role assuming a new identity (more “pop”), becoming more reachable and accessible to the masses.