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Company Profile 2015 company profile 2015 DIADORA group Surpassing our successes is our dream. Uniting our talents to those of the team is how to achieve it. ///////////////////////////////////////////// Enrico Moretti Polegato Diadora President index 0.1 phIlosophy 0.2 history 0.3 our brands 0.4 technologies 0.5 distribution 0.6 operations 0.7 staff 0.8 financial 0.9 sales strategy 10 hall of fame 0.1 phIlosophy over 60 our vision years of the Winning is not an end in itself. It autHentic is the heart of our company which shared we want to make a global leader in the market of sports, lifestyle values and safety through brands founded on passion, cutting-edge style of sports and technological innovations. ///////////////// //////////////////////////////////////////////// PASSION & SHARING Passion is the fundamental value that has always urged our business onwards, the true reason we were founded RESEARCH & CREATIVITY and exist today. Creativity and imagination It is not only our heart, our have made our company soul, but also represents the great; research into materials determination to reach our go- and ways of assembling our als and the creative strength products, constant innova- to make a winning product. tion in the development of te- If we are still here today, com- chnologies applied to sports, petitive and strong, we owe it wellness and safety of the in- to our group, made of deter- dividual and, finally, our style: mined and cohesive people: Italian, visionary, transversal the group is our greatest cer- and global, represent our tainty. greatest successes. 0.2 history THE 70S At the beginning of this de- cade, which marked the explosion of professional sports, Diadora was the first Italian company to develop a new concept of stagione sports marketing, which in- 1991 volved the choice to have THE 90S champions with wide ap- peal as our testimonials. Diadora instituted the CRD, Champions such as Bjorn that is, the Diadora Resear- Borg and Roberto Bettega ch Centre, composed of a are not just important figu- work team that was wholly res in sports, but became innovative for those years: true style icons. Sports shoe technicians, experts became a clothes-related from the Milan Polytechni- 1948 phenomenon as well, and cal Centre of Bioenginee- the Diadora products cros- ring, and doctors speciali- Diadora was founded as sed over from the realm of sed in orthopaedics. an artisan’s laboratory for competitive sports to leisu- 50 making mountain boots. re, not only helping to write anni These quickly established the sporting history of that themselves as the best period, but also to shape mountain and work boots taste in that age of the new on the market. “lifestyle” market. Diadora was the undisputed A new intuition allows Dia- protagonist of international dora to capitalise on the sports, thanks to its partner- experience it has in the ship with world-class cham- sports market, and to re- start pions. The sportswear phe- turn in a certain way to its nomenon which sports had origin by recovering the 08/07/1978 In this decade, a shift in generated gave no signs of production of work shoes production towards the slowing down, on the con- fifty years after its founding: world of sports occurred. trary, it intensified thanks to Diadora Utlity is born. Diadora distinguished itself icons such as Pat Cash, An- for the high quality and cut- drea Zorzi, Antonio Cabrini 1998 ting-edge characteristics of and many others. Sports its products. Its production figures are the new celebri- 17/07/1994 reached major industrial ties and their style sets the volumes. trend. THE 60S THE 80S 0.2 hIstory THE 2000S SINCE 2010 These are years of wor- future ldwide expansion brou- The path to renew Diadora ght forward with excellent has begun, and the com- sports partnerships, but pany focuses on the factors are also the years of new that have made it over the influences, through a very years a point of reference specific vision of luxury for many: style and sports sportswear. The Herita- performance are the key ge line is born, destined words to its growth. Music to become a real clothing as added to sports in the phenomenon and the first Olympus of style and the true experimentation of company’s collaborations blending sportswear and remain firm atop these two fashion. 09/07/2006 worlds. 11/04/2009 Lir, the financier of the Mo- retti Polegato family, and a key shareholder of Geox, signs an agreement to pur- chase Diadora, with the aim of enhancing the brand’s enormous worldwide pro- duction. Enrico Moretti Po- elgato is the new president of the company. 2009 0.3 our brands performance work wear diadora world lIfe style five brands one world ///////////////// 0.3.1 performance mission economics 2014 To help every athlete over- Percentage of group sales: come their limits in all con- ditions and on any playing surface. product strategy The clothing and footwe- ar lines of Diadora Sport Performance have the men and women athletes 46 at the centre, their needs and their accomplishmen- ts. Innovative and exclusi- ve technologies, such as the NET Breathing System, Axeler Propulsion and DA2 allow the utmost performan- ce and wellbeing during training and competition. Thanks to the close colla- boration between the Dia- dora Research Centre and the athletes and teams we sponsor, our product deve- lopment sets increasingly ambitious goals for itself. focus area Running Soccer Cycling Tennis comMunication Fitness innovation Key markets tools athletes Italy 47% Testimonials: athletes/team Europe 13% Event: marathon/in-store Extra Europe 40% brand Advertising: vertical/main 0.3.2 SPORTSWEAR mission economics 2014 To accompany the new ge- Percentage of group sales: nerations in defining their own style by applying ca- nons that are original and outside the box. product strategy The Diadora “Sportswear” clothing and footwear line 4 is born from the contempo- rary blend of suggestions from the street with a spor- ting style. Original models made thanks to new co- lours and distinct materials, have allowed us to conquer even the youngest target markets. Authenticity, irony and freedom of thought characterise this line that is enriched by limited editions made in collaboration with the most influential snea- ker creators on the market and important figures in the world of Italian and interna- tional music. focus area comMunication Sportstyle style tools Key markets mith Testimonials: singers/bands Italy 50% Event: television/in-store Europe 23% Fairs: Bread&Butter, Berlin Extra Europe 27% web Advertising: web/main 0.3.3 heritage mission economics 2014 To celebrate the search for Percentage of group sales: sophistication and the hi- storical authenticity as fa- shion icons. product strategy The Diadora Heritage clothing and footwear line represents Diadora’s styli- stic avant-garde, excellen- 11 ce, the brand’s very icon. Made in Italy, exclusive tre- atments, luxury materials and handmade quality are the distinctive factors that have marked its success. Thanks to the collaboration with major designers and the constant stylistic rese- arch, this line has broken into the international fa- shion style. focus area comMunication Fashion design tools Key markets Testimonials: star system icon Event: in-store Italia 75% Fairs: Premium, Berlin Europa 10% Pitti Uomo, Firenze Extra Europe 15% luxury Advertising: web/main 0.3.4 utility mission economics 2014 To offer the highest level of Percentage of group sales: safety through cutting-ed- ge technology with a sophi- sticated and Italian style. product strategy The Diadora Utility line is an uncontested leader in the market of safety clothing and footwear. Thanks to 39 innovative technologies, extremely high quality stan- dards and a strong spor- ting nature, it has changed the rules of the market, di- ctating new competitive standards. The introduction of exclu- sive technologies such as the NET Breathing System guarantee absolute comfort in any climactic condition, ensuring the greatest safety and the utmost comfort. focus area comMunication Workwear innovation tools Key markets professional Event: in-store Italy 63% Fairs: A+A, Dusseldorf Europe 30% Expo Protection, Paris Extra Europe 7% safety Advertising: vertical 0.3.5 holler mission economics 2014 To guarantee safety and Percentage of group sales: comfort at the best price. product strategy The Holler footwear line was born from the need to expand the footwear mar- ket vertically, capitalising on the experience of Uti- 1 lity and its sales network. Accessibility, service and rapid replenishing of stock are the drivers that guide the project; aggressive- ness, dynamism and con- creteness are the characte- ristics of the brand. focus area price Workwear comMunication professional tools safety Advertising: web 0.4 technologies style control STONE WASHED + VINTAGE TECH TOUCH CONTROL + FLEX ROTAX SYSTEM performance function AXELER PROPULSION wellness Lascia respirare i tuoi piedi grazie all’innovativo ed esclusivo sistema tecnologia licenziata da The Diadora Research Centre in collaboration with sponso- energy red athletes and international designers constantly deve- lops innovative technologies to redefine athletic and styli- stic standards, contributing DOUBLE ACTION to create high-performing products that are at the cut- ting-edge of fashion. 0.5 distribution total market Diadora: 75% Utility: 25% sales by region Italy 26% Europe 25% Extra Europe 49% Diadora’s distribution network includes more than 60 countries in the world and is divided into directly hand- led markets, distributors and most DOORS most DOORS licensees. TOTAl Particular attention has been paid in recent years to ope- diadora utility ning the most important Eu- Italy: 2.800 DOORS Italia: 3.400 ropean markets, together Japan: 1.800 France: 890 with an implementation of the Canada: 650 21.000 Asiatic and Latin American Germany: 450 markets. Among the most im- U.S.A.: 500 Spain: 390 portant markets are Italy, the Denmark: 460 Diadora: 14.500 Austria: 120 U.K., Germany, Japan, Cana- Norway: 450 Utility: 6.500 ...
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