Diadora is projecting growth in the mid-teens for this year. In 2020, the pandemic led the Italian brand to a decline in consolidated revenues to €138 million from €168 million in 2019. Sales are on the rise particularly in the U.S. and the Benelux countries. In the U.S., Diadora expects to post €9.7 million in revenues this year, up sharply from €3.2 million in 2020, and it is targeting €25 million by 2023. According to Enrico Moretti Polegato, Diadora’s CEO since 2014, the success in the U.S. is driven by the brand’s strategy in both sports and lifestyle, Il Sole 24 Ore has reported. Furthermore, Diadora is associated in the U.S. to running as well as to football and tennis, two categories where the brand’s U.S. sales are on the rise. Meanwhile, the company continues to progressively bring production back to Italy. Diadora started this reshoring process in 2015. Diadora is fully owned by LIR, the holding company of the Moretti Polegato family, which also controls Geox.