A tripled turnover: excellent news is arriving for Diadora from the United States, one of the fastest recovery markets at the moment. The Venetian company in fact expects to close the year with revenues of 9.7 million euros, compared to 3.2 in 2020, to run towards 25 million by 2023. “Rewards our distribution strategy for both sports and lifestyle products, accompanied by 73 years of authentic Italian history – explains Enrico Moretti Polegato, president of the company since 2010, the year in which it was taken over by Lir, the family holding company -. Moreover, in the United States Diadora is not a brand associated only with running, but also with football, the sport that is practiced in schools, another segment in which we are growing together with tennis ».
The development of Diadora, founded in 1948 in Caerano di San Marco (Treviso), is guided by investments in research and innovation: “Improving performance is our constant goal – says Moretti Polegato -. Now our Dynamic Cushioning technology is very successful, adapting the shoe to the running style. We are creating new cushioning systems, a key theme in modern running, such as lightness, expressed by our Volo products, one of the lightest shoes ».
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All forms of sustainability, from materials to social commitment
Innovation that also aims at sustainability, understood as a process and system that engages the whole company. Diadora, on the other hand, means «sharing gifts and honors»: «It must be pursued step by step – he explains -. The Mi Baskets, one of our most iconic shoes, for spring-summer 2022 will also be made of an alternative material to leather made from grape skin. The certified cotton that we use in our T-shirts will also return to our “Manifesto” collection: we have collected the most beautiful phrases on the meaning of the step in sport on our social networks, and we will report them on the garments ».
For two consecutive years Diadora has also obtained the Gold Medal of the Ecovadis certifier: “Our headquarters is powered by renewable energy, we have abolished single-use plastic, the lights are LEDs”, he continues. Sustainability is also social commitment: “Every year we celebrate Women’s Day by donating a scholarship to a deserving student who otherwise would not have the opportunity to continue her education – says Moretti Polegato -. And we also collaborate with the Simon Peres Center for Peace: he was a dear friend of the family, and we decided to sponsor the sports activities of the center, in Tel Aviv, to encourage dialogue even by letting children play together ».
Another stage in the reshoring process at the end of the year
In 2015 Diadora started a reshoring process, which led to the opening of a factory in Caerano di San Marco for the top of the range production: “In the second half of the year we will announce a very important novelty, which for Diadora will also have a important symbolic value “. The result of all this, the numbers: in 2019 Diadora’s turnover was 168 million euros, and for 2021 we expect a «middle double digit» growth, driven by the innovative projects on which we have focused. In addition to the United States, we are also doing very well in the Benelux: in Antwerp the Mi Basket is a style icon ».