Diadora’s sales totaled €304 million in 2023, during which the Italian brand terminated some commercial partnerships to focus on its core categories: running, tennis and soccer. Sales for the core categories were up by 16 percent compared with 2022, according to the daily Il Sole 24 Ore.
The company achieved sales of €20 million in the US last year. Diadora’s chairman, Enrico Moretti Polegato, told the daily that the country will become increasingly important for the group as “Americans are attracted to Italian style and our technologies that ensure runners get the best performance.”
Diadora spends the equivalent of 2 percent of its revenues in research and development, a level that is confirmed for 2024.
The Moretti Polegato family controls Diadora and Geox through the holding company LIR. The family acquired the bankrupt Diadora business in 2009. Enrico Moretti Polegato, then aged 28, was appointed chairman the following year. He is the son of Mario, the founder of Geox.
Enrico Moretti Polegato explained that in 2020, Diadora reopened its research and development center and launched its performance running shoe Atomo in 2021. The brand now offers 12 types of performance running shoes and has launched two spiked track and field shoes.
