Running Insight

AUGUST 15, 2017

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D iadora, the venerable Italian footwear brand, is back in the American market, with run specialty as a central part of its strategy. This fall Diadora will deliver its first collection of performance running shoes in five years to 15 top running stores in the United States. And in January, the firm will expand that number to 100. The company says these are the first steps in a plan to grow the brand in the American market and represents its first major foray in the U.S. since 2009 when Diadora was purchased by an Italian investment company owned by Mario Moretti Polegato, the founder and chairman of Geox, the $1 billion comfort footwear brand. That strong financial backing enables the company to take a long- term view on the business and pursue a strategy that will support specialty retailers. "We fully realize that run specialty retailers build brands today through the in-store experience they offer, and we want to make it easy for them to do that with Diadora and reward them for that support" says Bryan Poerner, the Diadora Eyes Running Market Run specialty is a key part of the brand's strategy. 2 © 2017 Formula4media LLC. RUNNING INSIGHT ® is a registered trademark of Formula4Media, LLC. © 2017 all rights reserved. Running Insight is published twice each month, is edited for owners and top executives at running specialty stores and available only via email.The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher. Formula4Media, LLC, P.O. Box 23-1318, Great Neck, NY 11023. Tel: 516-305-4709. Jeff Nott Jeff Gruenhut .................. Christina Henderson .... Katie O'Donohue Sam Selvaggio.............. Daemon Filson Editor-in-Chief ........ Mark Sullivan: Managing Editor ............ Cara Griffin: Publisher .....................Troy Leonard: SUBSCRIBE BACK ISSUES Advertise

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