Valentino Rossi in new Dainese advert

Valentino Rossi has been joined by budding young Italian actress Alessia Piovan in a new Dainese advert.

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The move to bring a female star in to join the seven-time world champion is part of Dainese’s new strategy to attract more female bikers.

The concept, called ‘Dainese. Stile di vita’ or ‘Dainese. Lifestyle’, pictures Rossi and Piovan in four everyday circumstances but fully kitted out in Dainese riding gear.

The new 2008 advert will appear in top lifestyle, women’s and motorcycle publications.