-
A Look Inside The Diadora HQ & Production Centre
Last week, The Drop Date travelled to DIADORA‘s Treviso headquarters to take a closer look at the daily operations of the illustrious Italian sports brand.
Having successfully re-emerged into the lifestyle market after years in the wilderness, Diadora are now producing some of the most desirable footwear out there, with a continuous line of collaborations with the scene’s biggest players. CEO and President Enrico Polegato credits this popularity not only to the brand’s storied heritage, but to the reopening of their original production line at the Montebelluna HQ. Despite operating at a tenth of the efficiency of modern factories, the original 1980s-era machines and manufacturing techniques give Diadora’s special projects the ‘Made in Italy’ certification that distinguishes them from other products on the market. With so many gripes over quality amongst the footwear community, it’s no wonder that a line of handmade, authentically-crafted trainers is proving to be popular.
Diadora begin telling their story from the very first step inside their building; the museum displays original moulds, lasts and athlete-worn footwear from the likes of Roberto Baggio, Ayrton Senna and Bjorn Borg. Taking pride of place alongside these pieces are the numerous collaborations that they’ve commissioned over the past two years, from Patta to Packer. After taking in the sights of the past, we moved on to the present, with a walk through the adjoining production centre offering up a view into the assembly of the shoes from start to finish. Once there, we were gifted with a uniquely branded version of the next ‘Espresso’ archive bringback: the V.7000.
Finally, a tour through the creative offices gave us an insight into the team’s design process and a preview of future releases from the Italian brand. Of particular interest are the technologies that Rudy Comazzetto – Heritage & Lifestyle and Special Projects Manager – believes will drive the company forward. It’s clear that while Diadora embrace and honour their history, they are as hungry for innovation as ever.
Thanks to Diadora for their legendary hospitality, check the full photo round-up below and be sure to stay tuned for upcoming DIADORA drops.
