Ė Clay is a character invented during a conversation among five friends and inspired by the Eddie Murphy movie "Coming to America." Clay stands for everything that is positive and beautiful. "Everyone always asks us who Clay is, but Clay is not a person. Clay is freedom, purity and pure fun. It's a state of mind... Clay is in all of you. It flies like a butterfly and stings like a bee!"

The Ė Clay association was founded in Alassio in 2013 and began raising funds for the pediatric hospital Giannino Gaslini in Genoa for its "Hospitality Project". Funds are raised thanks to various initiatives and support from numerous athletes who donate autographed memorabilia, which is then auctioned.