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The Legacy Lives On
In 1948, Diadora was founded as a subsidiary of Geox, a renowned Italian footwear brand. With its rich history, Diadora has evolved over the years, but its commitment to quality and innovation remains unwavering. The company’s mission is to create high-performance running shoes and athletic gear that cater to the needs of athletes and sports enthusiasts alike.
The Juxtaposition of Old and New
As Bryan Poerner, President & CEO, Diadora USA, aptly puts it, “We were created for sports legends of the past, but we keep reinventing ourselves for contemporary style.” This paradoxical approach defines Diadora, blending “old school craftsmanship” with “modern design.” The company’s heritage and legacy are palpable, yet its products are designed to appeal to the fashion-conscious and the athlete.
Don’t Discount Diadora
In 2016, Diadora welcomed Bryan Poerner, who brought with him a wealth of experience from Puma, where he had spent the previous 14 years. Poerner’s dedication to maintaining Diadora’s premium pricing in the US direct-to-consumer channel has been instrumental in maintaining the brand’s exclusivity. “Our products are intentionally never discounted,” he emphasizes.
High-End Retail Experience
The running shoes are available exclusively at specialty run retail shops that cater to athletes and serious runners. This premium model has proven to be a successful strategy, with the average selling price increasing 3% year over year, from $132.54 to $136.58 in 2024.
The Diadora Culture
Poerner’s vision reflects his interest in music, which emphasizes the importance of “pure” and “rare” products that reflect a certain style. He strives to create a beautiful, high-mileage, high-cushion running shoe that is respected by the industry and loyal fans. The brand’s culture is defined by its people, who embody adventurous, disciplined, and enthusiastic traits, particularly in the realm of football.
Adventurous Spirits and Fashion-Forward Celebrities
Diadora’s fans include elite athletes, soccer aficionados, and fashion-forward celebrities like Penélope Cruz, who has represented parent company Geox since 2023. The brand’s influence extends beyond the sporting world, with its collaboration with Amsterdam-based label Lack of Guidance (f. 2016) resulting in the Mythos 280 running shoe, which honors the golden era of Italian football.
A Retro-Maximalist Ode to Football’s Golden Era
The Mythos line is a tribute to the vibrant, brash era of European football, characterized by clashing patterns and fierce colors. This retro-maximalist approach reflects Diadora’s commitment to preserving the essence of football’s golden era.
Sustainability Can be Badass
At Diadora’s solar-powered HQ in Caerano di San Marco, Italy, the team includes specialists at its in-house laboratory, where innovative products like the Atomo Star model are developed. Poerner emphasizes the importance of sustainability, stating, “There are sustainability efforts you have to make, how you govern your product, how you govern its end of life.” Diadora is committed to reducing its environmental impact, using materials and processes that are more sustainable.
A Belief System that Drives Progress
Poerner highlights the company’s belief system, which prioritizes sustainability and responsible practices. The team is dedicated to adapting and evolving the makeup of Diadora shoes to reduce waste and minimize environmental impact. As Poerner puts it, “Someday I hope there’s a shoe that you can put in your compost when you’re done and it becomes part of your garden.”
A Shared Vision for a Sustainable Future
Diadora’s commitment to sustainability is driven by a shared vision among its team members, regardless of their location. Poerner notes, “We have a belief system that is super progressive, and we’re aligned on the way we move forward, whether in the EU or the US.” This collective approach ensures that Diadora remains true to its values and continues to push the boundaries of innovation and sustainability.
The Authentic Diadora Story
The Legacy Lives On
Diadora’s rich history and heritage continue to inspire its products and mission. The company’s commitment to quality and innovation has allowed it to maintain a loyal following among athletes and sports enthusiasts.
The Juxtaposition of Old and New
Diadora’s blend of “old school craftsmanship” and “modern design” reflects its unique approach to product development. This paradoxical approach has enabled the company to appeal to a wide range of consumers, from athletes to fashion enthusiasts.
Don’t Discount Diadora
Diadora’s premium pricing and exclusive distribution strategy have proven to be successful in maintaining the brand’s exclusivity and value.
The Diadora Culture
Diadora’s culture is defined by its people, who embody adventurous, disciplined, and enthusiastic traits.
Sustainability Can be Badass
Diadora’s commitment to sustainability is driven by a shared vision among its team members. The company’s in-house laboratory develops innovative products that prioritize sustainability and responsible practices.
A Belief System that Drives Progress
Diadora’s belief system prioritizes sustainability and responsible practices, driving the company’s commitment to reducing waste and minimizing environmental impact.
A Shared Vision for a Sustainable Future
Diadora’s team members share a collective vision for a sustainable future, ensuring that the company remains true to its values and continues to push the boundaries of innovation and sustainability.
The Authentic Diadora Story
Key Points
- Diadora’s mission is to create high-performance running shoes and athletic gear that cater to the needs of athletes and sports enthusiasts.
- Diadora’s premium pricing and exclusive distribution strategy have proven to be successful in maintaining the brand’s exclusivity and value.
- Diadora’s culture is defined by its people, who embody adventurous, disciplined, and enthusiastic traits.
- Diadora’s commitment to sustainability is driven by a shared vision among its team members, prioritizing sustainability and responsible practices.
Conclusion
Diadora’s authentic story is one of innovation, sustainability, and exclusivity. As Diadora continues to push the boundaries of innovation and sustainability, its legacy will continue to live on.
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