The setting of the exhibition-anniversary is Pitti Uomo 95: through moving images, plastic works, and photographs, “It Plays Something Else” interprets the concept of speed and dynamism, while underlining at the same time technological innovation, manufacturing, and the Made in Italy spirit of Diadora footwear.

The exhibition alternates the works of different artists who use various expressive languages: Ducati Monroe (Diego Perrone and Andrea Sala), Maisie Cousins, GabberEleganza, Invernomuto and Patrick Tuttofuoco: “Art is not so different from sports – declared Enrico Moretti Polegato, President and CEO of the brand to the press – both communicate a story, an emotion. Additionally, different elements from this exhibition speak of sports. The fact that different artists participated underlines the concept of teamwork present in art, as is also true of sports and companies. Many interpretations allowed for a complete storytelling, under the leading theme of speed”.

In 2018, Diadora ended the year with a consolidated turnover of 164.2 million euros, for an increase from the 162 million euros registered in 2017. Italy is the most important market, representing 60% of the brand’s sales revenue, with sales following a steady upward trend. Italy is also the market that is the protagonist of the brand’s productive reshoring, currently accounting for 7% of the production, which is on the rise.

Abroad, the most promising markets are the USA and China, where Diadora recently opened an e-commerce channel on the Tmall platform.