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Following the death of George Floyd on May 25, 2020 and inspired by the actions of the Black Lives Matter movement in the United States, in June 2020 a wave of protest events spread across Europe as well. Based on in‐depth interviews with key informants involved in the BLM campaign and a systematic mapping of protest events, the article analyses the diffusion of the Black Lives Matter movement campaign in Italy. We investigate the conditions for the diffusion, by considering the resonance of the protests in a time of backlash and pandemic; the channels of diffusion, namely mechanisms of thin diffusion linked to the instantaneous exchange of protest content; and the effects of diffusion, in terms of recontextualization of ideas and narratives from the United States to the Italian context, the emergence of new antiracist organizations and intersectional frames that point at Italian colonialism and structural racism.