Challenge:
Diadora, a legacy Italian brand known for its craftsmanship and performance heritage, wanted to expand its presence in North America — particularly in the workwear and sportswear markets — while reinforcing its sustainability message.

Our Role:
BasedIn partnered with Diadora to craft a refined market entry and storytelling strategy for Canada and the U.S. We helped the brand navigate cultural nuance, adapt messaging for local consumers, and identify strategic retail and wholesale opportunities.

What We Did:

• Created a North American go-to-market roadmap
• Developed localized brand storytelling for workwear and sport categories
• Identified retail placement opportunities in sport, utility, and lifestyle sectors
• Advised on sustainable product positioning and promotional cadence
• Built channel-specific sell-through tools and training decks

Results:
Diadora successfully launched into key markets with a refreshed presence, increased sell-through at retail, and a growing brand community aligned with its “performance with purpose” ethos.

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