How Diadora Is Using Profit Sharing to Prove Its Loyalty to Specialty Run Retail

Diadora has long been committed to preserving the uniqueness of specialty run retail. Now, Diadora USA president and CEO Bryan Poerner is ready to open up about how the brand has served, and will continue to serve, this influential and critically important channel. After seven years of practice, tweaking and implementation, Diadora is being intentional about telling the story of its “Respect the Fit” initiative, an approach to footwear distribution the footwear company has labeled a game-changer in specialty run retail. Diadora stated this effort is its response to a market dominated by discounting and brand focus on direct-to-consumer (DTC). “We’ve had the pieces in place for years, we’ve just never talked about it outside of our account meetings. We’re naming it now and are calling attention to it. We’re branding the actual business model that we have. This is a rededication of what we stand for,” Poerner told FN. What defines “Respect the Fit,” Diadora believes, is its holistic approach. For instance, Poerner — who joined Diadora in 2016 after spending 14 years at Puma — stated all Diadora tier one running product in the U.S. is sold solely via run specialty retail and will remain that way, and as for

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