Milan Hero Battle Cup 2025: sport, culture, and sustainability in the city’s iconic locations

CX, IED, and Rollerblade join forces with the Hero Battle Cup, World Skate – the International Federation of Roller Sports – and Skate Italia – the Italian Federation of Roller Sports – to create an immersive experience that celebrates urban sports, design, and youth culture.

An event that puts inclusivity, creativity, and sustainability at its core, transforming Milan’s Piazza Duca D’Aosta into an open-air urban lab through Senstation Summer, the initiative by Grandi Stazioni Retail.
An event that goes beyond competition.

The Milan Hero Battle Cup 2025 is not just one of the world’s most prestigious freestyle skating competitions, but also a moment that captures the energetic, creative, and dynamic spirit of the new generations.
Alongside the performances of international athletes, a vibrant schedule of side events organized by CX, IED – Istituto Europeo di Design – and Rollerblade will energize the city, building a true bridge between sport and culture.
On July 10th, the beloved mascots Tina and Milo of the Milan Cortina 2026 Olympic and Paralympic Games will also be present – a unique opportunity to take souvenir photos and receive official Olympic event giveaways.

 

IED: Where Design Meets Urban Sports
The collaboration with IED Milan represents a virtuous model of interaction between design, creativity, and urban movement. The Istituto Europeo di Design will curate a series of activities that go beyond entertainment, transforming public space into fertile ground for cultural experimentation.

Workshops and talks will invite the public to reflect on the evolution of urban spaces, the culture of street sports, and the role of new generations in transforming cities.

Designing with inspiration from the world of skating will offer a unique opportunity to explore the connections and crossovers between sport, art, and society.

Find the full program and the link to register for individual activities here.

Rollerblade: Skating for Everyone

At the same time, Rollerblade — the historic international inline skating brand — will bring its commitment to inclusive sports to the squares of Milan.

The public will be able to take part in free lessons, introductory courses, and technical training sessions open to all ages and skill levels. This is a concrete opportunity to experience skating as an accessible, participatory, and educational activity, in line with an open and engaging vision of urban sport.

Sport and Culture for a Young and Sustainable City

All side events of the Milan Hero Battle Cup 2025 are designed to highlight the transformative power of sport and culture, delivering a powerful message: creativity, sustainability, and inclusion are key tools for building better cities.

In a metropolis like Milan — long committed to social and cultural innovation — the language of urban sports becomes a means of intergenerational dialogue and environmental awareness.

 

CX: Accommodation Partner of the 2025 Edition
Among the key players of the Milan Hero Battle Cup 2025 is CX, participating as the official Accommodation Partner.

As Federica Di Fabio, Head of Marketing and Communication at CampusX, states:
“CX – Campus & Hotel was created to welcome new generations into the vibrant heart of cities, creating spaces where hospitality meets the energy of change. Being the accommodation partner of the Hero Battle Cup means contributing in a tangible way to an urban ecosystem that values talent, celebrates diversity, and promotes sustainable lifestyles.

We share a deep connection of values with this project, which, like CX, is built on an urban, young, and sustainable vision. This event reflects much of what we believe in: a dynamic and inclusive city, where sport, culture, and human connection become drivers of social transformation. It’s in initiatives like this that CX truly finds its role: not just offering spaces, but creating meaningful experiences that leave a mark.”

CX, IED, and Rollerblade, in synergy with the Hero Battle Cup, World Skate – the International Federation of Roller Sports – and Skate Italia – the Italian Federation of Roller Sports – share a vision that puts young people at the center of positive change, where sport and culture come together to imagine new forms of urban expression.

 

HBC Press Office
Sara Stimilli – sara@xplacecompany.com

Skate Italia & World Skate Italy Press Office
Pierpaolo Bellucci – pierpaolo.bellucci@worldskate.org

HBC Competition Area Contact
Vittoria Munari – +39 349 602 4541