At SICUR in Madrid, the Diadora Utility brand anticipates the needs of workers offering PPE compliant to highest safety standards and designed according to different needs for comfort and style
Utility, brand of the Diadora group, a leader in footwear and workwear for over 25 years, has attended SICUR in Madrid once again. From February 27 to March 1, 2024, at the Ifema Feria fairgrounds, the biennial international event dedicated to the safety sector welcomed the latest innovations for 2024 developed by the Treviso-based brand. For the firm, Spain represents the third most important market after Italy and France. “There are essentially three of our flagships for next season,” says Romina Zanchetta, Utility Marketing & Communication Director. “‘Safety designed for women’ based on the Athena collection – the work shoe built according to the female foot ergonomics – will be the subject of an important communication campaign especially for the Italian market, but also for the Spanish one. We believe very much in this project: a choice that may seem against the stream, but which once again reveals the pioneering soul of the brand, confirmed to be again a reference point for the importance of the safety of every worker, men and women. As a matter of fact, today the legislation provides that personal protective equipment (PPE) must take into consideration the physical characteristics of the wearer and, implicitly, also the fact that the morphology of the female foot is different from the male one. We have worked for over two years on the project to create a tailor-made offer for women, and we are proud to have succeeded thanks to the experience of the Diadora Research Center in the world of sport and the precious collaboration with the Biomechanics Institute of Valencia (IBV). The results obtained from scientific laboratory tests have proven the quality of the work carried out by Utility in designing Athena, an innovative shoe in terms of shape, fitting, drop and lacing, designed starting from the study of the ergonomics of the female foot. Another important project for us is the strengthening of the partnership with the Italian motorcycle manufacturer Ducati Corse. After last year’s capsule workwear collection boasting an appealing design and a very comfortable fit, for the current season we have signed a licensing agreement, adding three models of safety footwear to the collection bearing both brands Utility and Ducati Corse. Finally, Evolution is a ground-breaking clothing line: designed with cutting- edge fabrics, this collection represents a turning point in workwear, combining practicality, high performance and refined design. Each item has been designed down to the smallest detail, selecting specific and resistant materials to create total looks that are ergonomic and pleasant to wear. It is a very captivating collection that we have told through a type of shots, images and videos that wink at streetwear. Precisely to start addressing to the younger consumer, too.”
Romina Zanchetta, Marketing & Communication Director Diadora Utility
The Diadora Utility brand conveys Italian excellence at the service of workers all over the world