A leading Italian sportswear and footwear manufacturer, Diadora has been targeting the world of work since 1998 with its Utility line, which offers safety shoes and workwear of the highest level.
We met Romina Zanchetta, Marketing & Communication Director, and Global Sales Director Giorgio Pira, with whom we talked about the participation of Diadora Utility at the A+A trade fair in Düsseldorf 2023 and the latest news.
A+A has always been a source of important news concerning innovative technologies, products and materials. What innovations did you present at the fair?
ROMINA ZANCHETTA: The Düsseldorf trade fair was an important opportunity for Utility to present Evolution, a new safety clothing line that is the result of technological research that has combined the know-how of a sports brand like Diadora with innovative, cutting-edge fabrics. We are very proud to have developed a collection that represents a major turning point in workwear that combines practicality, high performance and sophisticated design.
Each item, in fact, has a special multi-material construction and has been developed with the maximum attention to detail, selecting specific and resistant materials to guarantee a total look that is ergonomic and pleasant to wear. For example, in the Evolution Padded Jacket, we have used graphene, a fabric that with its special structure and molecular composition ensures proper thermoregulation as well as having amazing antibacterial properties. In addition, the jacket is padded with eco-certified SORONA® AURA thermal padding, a fibre sourced from renewable sources, demonstrating the attention the brand dedicates to the environment. Both the Padded Jacket and the Evolution Softshell are water-repellent thanks to a special finishing treatment that creates a protective film, allowing water to slide off without penetrating the fabric, and suitable for use in climatic conditions also thanks to the presence of a special windproof membrane. The range of outerwear is rounded off with the Polar Fleece FZ Evolution, a technical fleece whose gauzed interior ensures greater breathability while the ergonomic sleeve with elastic cuff ensures comfort and freedom of movement. The slightly long back has been designed for a better fit. The Performance Evolution Pant is made of multi-material stretch material with a comfortable fit and Water Resistant treatment. The contoured fit and ergonomic leg facilitate movement without annoying interference. In addition, the contoured waistband with internal sliding elastic ensures a better fit and maximum comfort. Finally, the Bermuda Evolution is a cargo model, in Oxford Nylon stretch with Wicking treatment, a special processing that guarantees quick drying. Also in this case we have the shaped waistband with the internal sliding elastic to give the garment greater adaptability and comfort while the gusset on the inner legs favours better freedom of movement. The wide versatility of the garments makes the Evolution line suitable for the most diverse contexts: industry, workshop, logistics, craftsmanship and all those who seek breathability, lightness and elasticity in workwear.
How was the response of the trade fair for Diadora Utility?
ROMINA ZANCHETTA: In 2023, the A+A in Düsseldorf once again confirmed itself as the international safety trade fair par excellence. It was an unmissable opportunity for safety brands, distributors, customers and, in general, for all those in the industry who came to see us in large numbers at our stand to discover the new Utility projects and to celebrate 25 years of the brand. Since 1998 we have made the safety and well-being of workers our mission and this trade fair was the perfect opportunity to celebrate such an important anniversary.
During the four days of the exhibition, what idea did you get regarding the Work and Safety market trend?
GIORGIO PIRA: Undoubtedly, the market has undergone significant changes over the last two to three years. It has continued to be a year characterised by company acquisitions, distribution network mergers and a constant evolution in the sector. These changes affect both manufacturers, such as utilities, and distributors, who are exploring merger and acquisition strategies to adapt to this new dynamic. We are still in the so-called ‘post-pandemic’ market trend where we have seen a significant increase in demand with companies now placing more emphasis on personal protective equipment and increasingly recognising the added value of technology in this sector. Safety footwear, in particular, is experiencing a growing interest.
Today, we can say that these products are no longer considered simple PPE, but represent a key element in the protection of workers.
Utility is a brand in the safety world that knows how to mix innovation with sporty design. Is this combination a success factor only in Italy or is it also prized on foreign markets?
GIORGIO PIRA: For over 70 years, Diadora has been one of the iconic brands in Italy in the field of sports products. We are a company from the Veneto region, which has always been committed to representing the excellence of our country in design, material quality and craftsmanship. The valuable experience we have acquired in sport, where we have been able to combine performance, comfort, safety and aesthetics, has been transferred to work footwear. It is thanks to our DNA that all Utility collections have a sporty feel, both technically and aesthetically. This value is recognised by the market, and is the signature that distinguishes Utility Diadora in Italy, but also abroad. Sport design is a trend that is consolidating all over the world. For us, it is a great fortune to be able to benefit from the logic that originates from sport and then apply it to the world of safety. This symbiosis allows us to propose products with technical materials and construction typical of sportswear, but designed with all the characteristics and peculiarities that make them usable also for different work activities.
As early as 2022, Diadora started writing a new chapter for occupational well- being for women, with the Athena project.
ROMINA ZANCHETTA: That’s right. Athena is a line of workwear and footwear designed for the world of women’s work, with garments and footwear that guarantee high wearability, comfort and safety, made from quality materials and innovative design
The Athena project kicked off with the launch of the workwear line in 2022 and the safety footwear line in May 2023. It was created in response to the increasing focus on the well-being of the worker, addressing it to women.
Human Resources managers are increasingly inclined to opt for targeted protective clothing, with the aim of maximising performance and reducing injuries, and in the world of work, until now, women have always had to adapt, and wear footwear that was defined as unisex, but which was designed on the ergonomics of the male foot. With the Athena line, Diadora wants to change these attitudes. In collaboration with the University of Valencia, the company has in fact developed a made-to-measure shoe based on the ergonomics of the female foot, with a scientific approach that translates into comfort and safety in the workplace. Attention to detail is also evident in the meticulous construction of the garments and in the use of high quality fabrics and materials. The production takes place in Montebelluna, heart of excellence and home of Diadora, is very fertile ground with its long history of expertise in the Footwear and Technical Clothing sector.
Diadora has been operating since its foundation in 1949 in the sector of women’s sportswear and has acquired a great deal of expertise over the years in the specifics of this market and the needs of its customers. With Athena it wants to transfer this know-how and its continuous technological implementation to the Work & Safety sector. The project is further proof of the intention of the company to shape a future that combines style, science and well-being, for the satisfaction of the growing needs of female workers all over the world.
DIADORA UTILITY – www.diadorautility.com
Romina Zanchetta
Giorgio Pira