Diadora was born in 1948 as a mountain shoe producer. Considering that then, it has
developed into an global player in the sports activities, life-style, and utility
(protection) markets for shoes.
Nowadays, the brand is existing in a lot more than 60 nations around the world throughout the environment and
is continuing its expansion many thanks to a large array of products belonging to
3 distinct categories: footwear and clothing, centered on sport
overall performance traces – with a exclusive emphasis on functioning, tennis and soccer – on
vogue and design, with the high-stop Heritage collection and an city
Sportswear line and basic safety. FashionUnited spoke to Enrico Moretti Polegato,
Chairman of Diadora about his plans for competing in the extremely aggressive
athletics market place, his ideas for the German sector, and the output line in
his household state.
In the German sector, you are existing the two with sportswear as very well as
with your utility traces. How do you summarize Diadora’s positioning in
Sporting activities is the model identity of Diadora. Even although we have three
different branches of action, the new jobs are always born from
sports. In Germany, we want to be determined by sports, but we are existing
with all our 3 branches. In Sports activities, we are operating in Jogging, Tennis,
The principal driver of our advancement, which includes Germany, is in Running, wherever
we are current in the most vital operating gross sales points. We are however at
the starting of our approach of expansion in the German market place but we
now see the initial really favourable gross sales effects. In F/W 21 we will be
current in 67 doors. And we are preparing a important development for S/S 22.
In Running, our id is centered on innovation, in individual, on our
patented Blushield technological know-how, a shoe that guarantees stability even though
managing, which is good for pronators and supinators alike. Innovation is a
regular method and we just released a new operating shoe called Volo, a
light-weight functioning shoe.
In Sportswear, we are present in Germany in higher-close doorways, especially
with our Heritage selection. Heritage is our luxury line and comprises
re-editions of our historic sports activities sneakers adapted into sportswear, but not
as efficiency footwear.
In Basic safety, our target is to be the most progressive basic safety manufacturer in the
globe, for the reason that we want to contribute to the wellbeing of the employee as a result of
innovation. Just one of our principal innovations is the Internet Airbox, designed in
collaboration with our sister company Geox, a respiratory know-how for
safety shoes. Another pretty critical new products is Glove Eco, an
ground breaking safety shoe with sustainable functions in each and every ingredient. It
will be bought globally as a result of quite selected vendors. We are growing
continually in the German-speaking markets with protection.
How do you compete in the working industry with giants like Nike and
The levels of competition forces us to be distinctive. This tactic pays in perspective of
the excellent figures of the American current market. The industry is virtually
owned by a number of major players, but our figures are growing by double digits
each year. These performances are also because of to our mix of authenticity in
sports activities – we’ve been producing sports shoes for the very last 73 yrs – and our
Italian design and style, as effectively as very shut focus to our clientele.
Diadora has recommissioned an old manufacturing facility in Caerano di San
Marco (Treviso) that experienced been shut down for more than 15 years. A several several years
ago, we wrote that you wished to produce 100.000 pairs of shoes in the
revived manufacturing unit. Did that approach operate out?
Yes, we are now all over five p.c of our generation Produced in Italy. Our
in-household output line involves the Glove Eco, and the most significant
heritage footwear produced by Diadora. In the future, we will enhance that
A sister venture to the re-shoring to Italy is in close proximity to-shoring which we also
want to aim on. The purpose is to have a shorter provide chain.
In your Utility branch you now offer you a new services of customization.
Tell us more about that.
As section of the typical digitalization method in B2C and B2B, in a couple of
months, we will start a new in-residence e-commerce web page, though a couple of weeks
back we available our clientele a new customization support, a personalization
option for safety clothing in Diadora Utility. Our shoppers can
personalize on line their uniform with their logo or a organization impression or
whichever else they want.
With the Eco Glove, you have stepped foot onto the field of
sustainability. Will you roll it out onto other models?
I want to roll out sustainability on the total company, not only on the
merchandise. It has to be anything you are and not a little something you do. As human
beings, we eat. So, I consider we need to act sustainably in the two our
individual and specialist life. What we can do is increase stage by move
just like in sport .. So considerably, as a corporation, we have acted in 3
channels. We’ve experienced the provide chain and each and every of our suppliers accredited
and audited by an impartial entity identified as EcoVadis. Our headquarters as well
have been accredited by EcoVadis, and awarded gold, indicating that we are
amid the prime 5 per cent of organizations they audit.
We are also operating on the products and following Glove Eco we will soon
start a sustainable version of our other iconic products. We have currently
renounced some supplies that are not in line with our sustainability
coverage, specifically kangaroo leather-based, which was made use of for soccer footwear. We have
also substituted the packaging of our shoeboxes of the Heritage line with a
unique product designed of excessive seaweed from maritime environments. And there
is extra to arrive in terms of sustainable products.
We are also doing the job to make the corporation alone sustainable. We have
abolished the use of plastics in the HQ, like bottles and cups and in the
near long run, the energy eaten in our headquarters will be 100 p.c
This short article was at first posted on FashionUnited.DE,
translated and edited to English.