I once thought Diadora was a company the size of On or Hoka. I thought the company’s revenue was much greater than what it is. In my head the legacy brand had tentacles in performance running and an upscale heritage line rivaling anything being released by the bigger companies in the industry.
When I walked into a mainstream retail outlet and saw a table with Diadora product at 9.99 to 29.99. The sense of DeJa’Vu stemming from seeing Fila in a similar position post their Disruptor success, was unavoidable. The difference was Diadora hadn’t grabbed the success that Fila captured during that moment. Diadora attempted to enter a retail market and compete with the Dunk, Rivalry, Forum and 550 and classic running silhouettes.
1 or 2?
The brand failed to see the issues with a wholesale strategy dedicated to capturing the same consumers who will pay 200 for a Retro Jordan because of peer pressure and homogeneity. Diadora lost its way with the release of Rocky Balboa inspired collabs and less expensive versions of their classic catalog.
As the clearance items at mainstream retail stores diminish, Diadora appears to have learned from its retail mistakes. There aren’t new sneakers entering those retail stores. The website got a serious redesign and performance footwear leads with premium heritage shoring up the defense as the company prepares to enter the next phase.
Diadora has made a decision that 1 is better than 2. I once thought Diadora was a brand built on heritage with huge sales. I realize now they are a brand built on performance and functionality with luxury aesthetics in their classic footwear.
A company like that shouldn’t sit on the wall with Nike, Jordan Brand and New Balance. Diadora requires a strong direct-to-consumer strategy and elevated retail partnerships. Specialty running for performance and boutiques with smart visual merchandising for heritage.
The B560 below is a $260.00 classic court option. The 2030 low court sneaker, which would have previously been carried at a mainstream account and then heavily discounted after slow sell through, retails at $115.00. Diadora realizes hitting the 1 consumer who loves the quality and craftsmanship, is a better long-term play than chasing a kid who sees the brand as a last resort.