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.
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