Diadora makes major push in UK market with new campaign

Italian sportswear brand Diadora is making a major push in the UK market with a new campaign targeting the youth market and starring a cast of urban style influencers.

The brand, which is stocked at JD Sports, Topman, Footasylum and ASOS, has today launched the On The Bright Side (#makeitbright) campaign which follows a group of "cool kids" around Hackney.

Among them are blogger and artist Charlie Baker, rapper and skateboarder Chuck Achike, model Sydney Lima, sports casual style influencer James Magee and DJ and producer Luke Storey.

The campaign followers the cast as they make their way through London to a soundtrack provided by Atlanta rapper Kodie Shane's "Drip on my Walk".

A distinctly 80s theme emerges in keeping with one of one of the key items in the campaign, the B. Elite sneaker, which was launched in that decade. For SS17 a new suede version and new colour options have been introduced. Another key item is the 80s-style zip-through jacket.

The campaign will run across print and digital channels and is the Italian brand's first in this market for a number of years. "We are excited to introduce Diadora to a new generation while referencing our rich heritage, due to our long tradition in the sports field and to our expertise in Italian craftsmanship," said Diadora chairman and CEO Enrico Moretti Polegato.

"This is the perfect time to expand our UK activity and to use key stockists such as JD Sports, Topman, Footasylum and ASOS to attract a new following," he added.

Diadora was founded in 1948 and initially made mountain boots and expanded into professional sportswear and footwear. In the 00s is became known for luxury sportswear that could be worn as a fashion item.