 High
Speed Haute Couture
The lifestyle of a future
racing driver is like a stick of dynamite. It
can explode instantly into a world of
high-speed passion and glory as every rank is
succeeded towards the elite series of Formula
1 and CART. It takes a unique individual, one
who possesses intense focus, energy, stamina
and the determination to strategically find
their way to the front of the grid, battling
to the grips of the checkered flag. Among
those men of speed is a young lady with the
same fire in her eyes determined to clench the
flag of champions draping it above her head
during her victory laps.
Our very own, Juliana
Chiovitti, 21, born and raised in Sutton,
Ontario knows life from only one perspective,
the one hundred and eighty mile an hour
perspective. In her seat, speed is a language
that is constantly being perfected with an
articulation that annotates every maneuver
with precision and clarity. Anything less
becomes laps of repetition. There’s no
flexibility at speeds of perfection with this
pilot. She means speed and a whole lot of
business. Dolce caught up with Juliana out of
her high-speed domain and pilot’s gauges.
In every professional racing
driver’s regime lays competition, business and
image chicanes. Quick and hard left turns and
immediate right turns. She’s powered and
refined for competition. Her first sixteen
years of racing have led Juliana to be the
United States and Canadian racing champion,
only to be completed by bringing home the
Japanese Championship during her recent racing
stint in Japan. Her health and fitness program
is as strict as any professional athlete.
Building strength and stamina banks her
incredible force to stay focused in gauging
her every movement and overtaking tactic. Her
muscular tone and agility have more than
enough strength to fight off heat from the
engine, tarmac and extreme temperatures that
elevate inside her body and helmet.
She’s backed by great people
and corporations that allow her to focus her
driving efforts strictly on competition as she
battles other drivers around the world. As
intelligent as a team can be, passion for
racing is the ultimate mix of energies that
make this chemistry meaningful and successful.
Not believing in limits, only in extremities,
she constantly tests and pushes her racing
equipment to the edge keeping her engineers on
a frantic edge.
It’s not only about competition
and skill. It’s about image. Off the track
it’s all image. It’s about the people you
meet, the autographs you sign, the photo
sessions you take and appearances you make. In
racing, image is a crucial element that
attracts potential marketing partners. It’s
all about creating a positive image to a
specific brand. As a racing driver, you not
only compete in the worlds fastest sport, you
also become thee spokesperson for the brand
that has claimed your marketable property.
It’s about the television cameras and crews
that film your every move, and the journalists
that meet you face to face scratching notes on
your every word. It’s billboard training. The
racing car, transporter, driver’s uniform and
helmet all become part of the working
billboard. The ultimate advertising comes from
public and media relation stints that drivers
engage in. “You can’t only be the part, ya
gotta look the part.” Juliana’s got it.
We had a lot of help from some
great people that ignited a whole new look for
Juliana as she prepares with her team for an
exciting new racing season across North
America with Fran Am 2000. Being “today and
vibrant” demands attention and always creates
a stir. Our make over team kicked into
high-speed haute couture.
Our Chris at Hairways VIP Salon
and Spa gave Juliana a totally new fresh and
sexy look with a razor feathered new retro do
with hot pink extensions and hi-lights
matching her Shift racing uniform named after
her, “J.Go”. Serena at the VIP Salon unleashed
her creativity on Juliana emphasizing her
beautiful facial features. We later joined
Enrico at Castle Rock Studios, where our
professional photogue went snap happy on the
future F1 driver. Our complete makeover
reinvented the sweet Juliana into a Juliana
Force to be reckoned with. She’s begun to live
and experience what we all dream of….. “La
Dolce Vita.” Expect her to turn heads at
180mph, but don’t forget to catch a glimpse of
this shimmering young star in the paddocks.
A message to the
grid……“Gentlemen, take your best shot.”
Corrado Italiano, The CLS
Group, Motorsport Management & Consulting,
Toronto
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