After two intense years of fieldwork among hundreds of female workers, coupled with the full breadth of Diadora’s sporting research prowess and collaboration with the Valencian Institute of Biomechanics (IBV), emerges Athena – the work shoe sculpted to the contours of the feminine foot’s ergonomics.
The legendary Italian label re-emerges with a campaign that spotlights the female professional, shining a light on the brand’s core—an alchemy of passion, groundbreaking innovation, and distinctive design.
This initiative is a clarion call to the women’s market, signifying that the era of solely unisex footwear as the go-to option is over. Now, there’s footwear designed with the intent, precision, and craftsmanship tailored for women’s unique needs.
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Utility drives this choice, seemingly unconventional yet illuminating the pioneer spirit of a brand that continually asserts itself as a megaphone for the vitality of well-being and safety for every worker.
Romina Zanchetta, Marketing and Communications Director of Utility affirms, “In selecting personal protective equipment for workers, one must consider the characteristics of the person wearing it. To develop this safety shoe, we’ve made women’s welfare our cenotaph, revising the ergonomics, fit, lacing system, and the entire heel-to-toe drop to create a product that meets the working woman’s needs without compromise.”
UTILITY DIADORA
A byword for innovation and athletic design flair since 1998, Utility Diadora offers cutting-edge work shoes and apparel that don’t just meet but define top-tier quality standards. Their relentless pursuit of research and expertise allows the brand to consistently elevate market standards and deliver the pinnacle of safety, performance, and comfort through the adoption of exclusive technologies. Today, Utility Diadora boasts a comprehensive distribution in over 60 countries across the globe.
