Endurance Lifestyle event is full of initiatives and events of excellence. Four days dedicated to sports, business, culture, tourism, fashion & design, social responsibility, PR and entertainment to give voice to the endurance, to its protagonists and to represented excellences in Italy. The endurance, known as the "sport of Sheikhs' promotes the made in Italy to support economic development, local marketing and creation of synergies. Previous editions have been able to promote cultural exchange, networking and start of economic partnership and of trade agreement between the Italian system and the United Arab Emirates.