Innovation, very high-quality standards and a strong sporting imprint: these are the distinctive traits of Diadora Utility, which has become a reference player in the safety clothing and footwear sector
An approach that is always focused on the well-being of the worker, sporting appeal, unparalleled performance. Diadora Utility work shoes win over those who wear them not only for their high safety standards, but also for their exceptional comfort and captivating look, typical of the world of sport. “Our sporting heart is conveyed in every item we develop, both from a technical and aesthetic point of view. The new Hyperform and Vortex models are the perfect emblem of this” tells us Romina Zanchetta, Marketing & Communication Director, whom we met at the Diadora Utility stand at the latest edition of the A+A fair in Düsseldorf.
You’ve become “a regular” here in Düsseldorf. What new products did you bring to the fair this year?
“In addition to Vortex, we launched Hyperform, another important innovation, as it is made with soles obtained through supercritical foaming (SCF = Super Critical Foaming).
Many high-end running shoes now use SCF for the production of midsoles. One of the main benefits is their extreme lightness, and given that the midsole can significantly impact more than 50% of a shoe’s overall weight, it’s easy to understand why this new technology has become a must-have. Another element on which designers are focusing, and which this technology fully expresses, is the ability to achieve extremely high energy return without compromising cushioning. This has been discussed in the industry for some time, and today we have succeeded in bringing it to the world of safety; we have already launched several models, which are available on the market in limited editions. In the installation at the trade fair, we demonstrate step by step how the two soles, the running one and the safety one, are constructed in parallel with supercritical foam: It’s exactly the same process. There’s no adaptation of the process from the sports world to the accident prevention world, but rather a true fusion between the two sectors.”
Please tell us about this great innovation, Vortex.
“We love challenges and setting new competitive standards. This is how Vortex was born, developed thanks to the Diadora Research Center and launched last spring. Vortex is a shoe with easy rolling that integrates Double Action technology, originally developed for sports, designed for work environments such as warehouses, construction sites, and many other situations where rapid movement and prolonged standing are required. The system is made up of several key elements: a first EVA midsole that cushions the impact with the ground when the heel strikes, reducing stress on the musculoskeletal system; a second midsole with optimized rebound that provides greater push on the forefoot and reduces fatigue; and, finally, motion control, which keeps the gait stable, controlling any pronation or supination of the user. The result is a feeling of steady well-being, with the right balance between push and stability. It is available in the DA2 Low S1PS SR HRO ESD versions.”
What feedback has Vortex received from users?
“Extremely positive. One episode particularly struck me: shortly after the launch, I met a worker wearing Vortex. He confided that, despite being accustomed to Diadora Utility quality, with this model he could get through the day without the typical feeling of fatigue in his feet. Hearing this from someone who lives on the construction site every day was the confirmation we were looking for: Vortex technology makes a tangible difference. As in sports, equipment must be an extension of the body, and footwear is the crucial element. This concept will be the heart of our new campaign launching in February: ‘When everything is perfect, you feel it.’ Because physical well-being and the right equipment are the essential foundation for working safely and to the fullest of your ability.”
Earlier, you mentioned the BOA closure system, featured on some Vortex models. How did this partnership come about?
“It’s a collaboration we’re very proud of, born this year under the banner of a shared vision. BOA is a very selective partner, and we immediately connected thanks to our shared sporting DNA: we both come from the world of performance, from cycling to skiing. When their team visited our company, they immediately recognized the same dedication to safety and innovation. The BOA system isn’t just comfort, it’s active safety: it allows you to fine-tune the fit, even with just one hand and perhaps in complex situations like working at height, without the risk of the shoe accidentally coming undone. It’s an extraordinary added technical value that we intend to further enhance in our upcoming models.”
What are your plans for the future?
“After the success of Vortex, the next big communication focus could be the supercritical foam with Hyperform, although that’s not necessarily the case. At Diadora Utility, there’s constant excitement: our Research Center never stops experimenting. Our strength compared to our competitors lies precisely in this rapid time-to-market and our constant drive for innovation. In six months’ time, we could be ready to unveil further innovations, because our goal is to always anticipate workers’ needs for protection and comfort.”
Romina Zanchetta, Marketing & Communication Director Utility
