The end of the Summer means that there are functions that take place that wraps the city up in the festivities - the US Open is one of them as everyone shares their love of their favorite athletes who play tennis. In addition to a number of activities that we attended during this time, we were guests of Lavazza at their US Open Suite at Arthur Ashe Stadium where we were not only able to catch Mixed Doubles with tennis’ biggest stars, but we got to know more about the brand, previewed a launch of their latest machine, and even got to see amazing partnerships that they are involved in! We got to hear about this and more from Daniele Foti, VP of Marketing at Lavazza North America. We sat down with Daniele to talk about many of the things we saw that we’re now able to share with our community.
ATHLEISURE MAG: Before we delve into all things Lavazza, can you tell us a bit about your background and how you came to the brand?
DANIELE FOTI: My career began in finance after earning a degree from Bocconi University in Milan and a Master’s in Accounting from Sweden. Those early experiences at General Electric Capital and Coca-Cola HBC gave me a strong grounding in business fundamentals. Over time, I found myself increasingly drawn to roles where I could have a direct impact on the business and help drive growth — understanding consumers, shaping brands, and supporting organizations in their evolution. That led me to roles at Reckitt Benckiser and L’Oréal Italy, where I honed my expertise in sales, trade marketing, and overall brand strategy.
AM: For those that are not familiar with Lavazza, what can you tell us about it?
DF: Lavazza is, at its heart, a family story built on more than 130 years of dedication to coffee and to quality. From the very beginning, the brand has represented Italian craftsmanship and innovation, from the first espresso blends to today’s sustainable coffee solutions. We are not just about coffee as a product; we are about coffee as a moment of joy, connection, and pause. Whether at home, in the office, or out in the world, Lavazza exists to elevate the everyday ritual of coffee into something memorable and meaningful.
AM: You’re the VP of Marketing at Lavazza. What does this role entail?
DF: My mission is to shape how consumers experience Lavazza across North America. That includes building campaigns that bring our heritage and innovation to life, creating partnerships that amplify our presence, and ensuring every interaction, from packaging to experience, reflects our premium Italian DNA. At its core, my role is about storytelling and helping people see coffee not only as part of their day but as part of their lifestyle.
AM: We had the pleasure of attending your US Open Suite to watch Mixed Doubles matches as well as to learn more about the brand. You presented Flavia at the suite. What should we know about it?
DF: Flavia reflects Lavazza’s commitment to bringing premium beverage experiences anywhere, especially in workplaces and home offices. It delivers café-quality coffee, lattes, hot chocolate, and a full variety of drinks at the touch of a button. At the US Open, guests experienced the new Flavia Aroma Brewer firsthand, discovering how it transforms an everyday break into a moment of indulgence — not just for coffee, but for any beverage the platform can provide. Flavia embodies the concept of “Expect More” — it’s about elevating every pause; offering multi beverage versatility, and creating a premium, indulgent experience every time.
AM: You have partnered with Jannik Sinner (Winner: Australian Open - 2, Wimbledon - 1, US Open - 1) for a while now. What can you tell us about how the brand and this athlete connected and why is this partnership important to you?
DF: Our partnership with Jannik is a natural and long-standing one, spanning over 10 years. Coffee and tennis both require dedication, rhythm, and energy, and Jannik embodies those qualities beautifully. Over the years, we’ve celebrated this connection through activations like the US Open, where Lavazza brings fans closer to the sport and the rituals that fuel performance. His authenticity, drive, and joy in what he does perfectly mirror Lavazza’s values. Together, we highlight excellence, consistency, and the everyday rituals—on and off the court—that make great achievements possible, and we serve as ambassadors of Italian excellence in the world.
AM: While we were at the suite, we got to see about some upcoming partnerships that are taking place with Apple TV’s The Morning Show. What can you tell us about this?
DF: Lavazza is proud to be part of the upcoming fourth season of The Morning Show, now streaming on Apple TV+. This partnership highlights our commitment to bringing moments of calm, warmth, and connection to people’s mornings. Amid the chaos of daily life, Lavazza offers a ritual to reflect, reset, and reconnect—reminding viewers that mornings are an opportunity to “Make Your Morning a Show.”
AM: With the holiday season coming up, what can we expect to see from the brand that our community can be excited about?
DF: The holidays are about conection, and coffee often plays a role in those moments. This season, we want to inspire people to slow down, savor, and share joy over a great cup of coffee. Whether it is gifting, entertaining, or simply taking a quiet moment for yourself, Lavazza will be there to make it special.We’re also excited to bring a unique experience to Art Basel this year, where fans can engage with our brand in an immersive, creative way—celebrating both art and the pleasure of coffee.
AM: Are there any upcoming projects that we should know about that are taking place this year or even early next year?
DF: Yes, there is a lot of momentum. We have recently partnered with American Airlines to bring Lavazza coffee into their premium cabins, giving us the opportunity to share our blends with travellers around the world. We are also expanding our footprint in the U.S. hospitality and entertainment sectors and continuing to bring Luigi, our beloved Lavazza coffee-robot, to new cities for more immersive brand experiences. Consumers should also look forward to our annual calendar and a special experience at Art Basel this year — we’ll have more to share soon! Looking ahead, Lavazza will continue to invest in exciting new initiatives in the market throughout 2026, making next year another thrilling chapter for the brand.
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PHOTOGRAPHY COURTESY | Lavazza
Read the OCT ISSUE #118 of Athleisure Mag and see ESPRESSO TIME | Lavazza - Daniel Foti in mag.
