The Week  
Enrico Polegato, head of the Italian footwear brand, on how he's honouring the company's history while keeping in step with the times In Depth Enrico Polegato Thursday, January 12, 2017 - 10:32am When the opportunity came up to rescue Diadora, I knew we had to take it, in part because the brand still had strong potential but also because I didn't want that heritage and know-how to be lost. After all, unlike most sports shoe companies, Diadora dates back to 1948. There was a personal reason, too: working for Geox I would always be "the son of", so wanted to do something for me. It wasn't inevitable that I'd join the family business – I passed my bar exams in law to give myself other options before deciding that law wasn't for me – but when you do, it becomes a matter of fact. My father created Geox the year I started primary school, so there was always this opportunity to grow up seeing how business decisions were made without any filters, which you don't normally get as an employee. I grew up knowing the importance of innovation, that in business you have to be different. On the other hand, you always face the pressure of expectation to match the success of past generations. Doing my own thing was in part my way of not hearing that any more, without running away from the family business altogether. Diadora is exciting, though. As with Geox, people now take performance aspects in footwear for granted – they expect functionality and comfort whether or not they're wearing a "performance" shoe. But Diadora also has the advantage in, unusually, being an Italian sports shoe. That still matters. Ask anyone which is the country of choice when it comes to fashion and they will say Italy, especially for shoes. Well, anyone except an Italian – ironically, here, we're a little too in love with foreign things. But that Italian style is, in part, what set Diadora on fire in the UK in the 1980s, back, for those who remember, when it was massive – before the brand lost touch with the market and didn't keep pace with the likes of Nike and Adidas. Of course, we can't follow the consumers who remember it from then to the grave – and I'm talking here about people my own age. We have to appeal to younger people who may never have heard of Diadora. For them it's a new brand, but one with history. It's the brand I wear every day now. Of course, before this I wore Geox. But please, don't ask me which I prefer. That's like having to choose a favourite daughter. It's an impossible choice. ENRICO POLEGATO is, with his father Mario, the head of Italian footwear giant LIR, owners of Geox and latterly of the classic Italian sports shoe brand Diadora, which relaunches in the UK this spring; Sportswear Menswear
▼ Related news : 
FY17 First half results & Sole gas project presentation 27 February 2017
World News  
Sole Gas Project 27 February 2017
World News  
First taste of Italian deli treats at Sapori di Sole in Moseley
Birmingham mail  
Appointment of Sole Broker
World News  
Malayalam actress and assault survivor returns to movie set; inspires co-star Prithviraj to quit doing misogynistic films
World News  
Memphis Soul Survivor Don Bryant Returns With 'Don't Give Up On Love' Out May 12th On Fat Possum (Shore Fire Media Inc)
World News  
Bladder cancer survivor, surgeon team up for charity
World News  
Rape survivor advises Broadchurch on sensitive storyline
Mail Online  
TV Q&A: What happened to 'Designated Survivor'?
World News  
Holocaust survivor's second novel will keep her memory alive and help educate hundreds of children
Chronicle Live  
Rape survivor who advised on Broadchurch storyline hopes ITV plot will encourage other victims to come forward
Feb 25, 2017 - Cage Survivor - New Blood 3
World News  
Wolf Administration Officials, Overdose Survivor Commend Pennsylvania EMS Providers for Using Narcan to Save Lives
World News  
Arsenal Invincible Claims Arsene Wenger Is a 'Black Belt Survivor' & 'Not Reliant' on Gunners
World News  
Latest news and headlines !

: Sir Gerald Kaufman, Labour MP for Manchester Gorton and Father of The House of Commons, has died aged 86

: Theresa May is preparing to trigger Article 50, but Monday's papers focus on the possible fallout.

: Bill Owens refused to meet President Donald Trump when his son's body was flown back to the US.

: If he's worried then everyone else should be

: The Oscars  is the one occasion (other than your own wedding) when it is impossible to be overdressed and  Felicity Jones  really nailed the ...

: A grandmother has been deported from Britain with just £12 in her pocket despite living in the UK for 27 years. Buzzfeed News has reported Irene...

: Reports the treatment of women at Uber have thrown new light on the technology sector's hiring practices - which appear a lot less progressive than might be expected...

: Having a focused sense of purpose is important to negotiating a full life. Defining purpose is dynamic and will depend on where a person might be in her life. I've found that my purpose ...

: (Reuters) - It is in Kuala Lumpur's "Little India" neighborhood, behind an unmarked door on the second floor of a rundown building, where a...

: Hollywood has long stoked the interest of fans, and savvy marketers of products and causes have brought the two elements together over the years. Here is an overview the latest iteration.

: PLUS: Cesc Fabregas pledges his future to Chelsea AND Hector Bellerin might consider a City switch

: Harriet Harman, 66, revealed she had no photographs, cake or even guests at her 1982 wedding Jack Dromey. She said they just had a bottle of champagne in the garden...
About - Privacy & Terms -
Copyright © 2015