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;diadora.com Sportswear Menswear
sole, diadora, survivor, returns
Image source : theweek.co.uk
▼ Related news : 
Sole Mio tenor Pene Pati compared to Pavarotti
World News  
endpoint Selected as Sole IRT Provider for Ferring Pharmaceuticals AS
World News  
Rape survivor says wolf pack helped her recover from trauma she suffered after attack
Metro  
Holocaust survivor Max Schindler dies at age 87
World News  
Watch as this little brain tumour survivor is surprised with the bedroom of her dreams
Chronicle Live  
Holocaust survivor to speak with local school students (Slough Borough Council)
World News  
Kippford bowel cancer survivor urges people over 50 to take up NHS bowel screening offer
Daily Record  
Cancer survivor who threw glass at teacher in unprovoked attack avoids jail
Manchester Evening News  
Rape survivor claims working with wolfs cured her fear
Mail Online  
Massacre survivor visits Liverpool to launch World Merit office
Liverpool Echo  
Chapecoense plane crash survivor takes first steps since disaster in emotional clip
Daily Star  
Colombia plane crash survivor takes first steps, vows to play soccer again
World News  
"I think I will be able to play again": Chapecoense survivor Helio Neto walks without crutches following plane crash
Mirror  
Britney Spears, survivor, continues to sparkle on the Strip
World News  
Latest news and headlines !
: Jes Staley confident London will retain its role after Brexit but admits bank has been courted by European capitals.
: CHANCELLOR Philip Hammond dropped a huge hint that Britain may seek a transitional Brexit deal with the EU to allow “plenty of time to...
: How to watch it, a timeline of the day, who's performing, and what Obama does next
: Each PokéStop will correspond with one of the Sustainable Development Goals of the UN.
: Prime Minister Theresa May’s speech in Davos gave sterling another boost in morning trading, two days after her Brexit negotiation details pushed the...
: 'I just want people to be aware that fat people are people too'
: UK prime minister also told leaders that 'Britain is and will always be open for business'.
: A man arrested at a train station in Paris had more than £250,000 worth of diamonds stuffed in...
: An eco-entrepreneur who exposed himself to a police officer after being thrown out of an exclusive Soho private members club has been spared prison.
: Billy Bragg will be joined by Joe Henry for the concert while there's a host of other folk gigs to look forward to in the area
: A NEW moth with "unique genitalia" has been named after President-elect Donald Trump – because of its incredible blonde hairdo.
View in : Mobile | Classic
About newsoneplace.com - Privacy & Terms -
Copyright © 2015 www.newsoneplace.com