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In the News: Diadora, Athleta, Puma, ASICS, Avoli


Diadora recently launched its first trail run shoe, the $170 Equipe Sestriere. Designed to perform on all natural terrains, from grass to rocks, the shoe has an aggressive design and is inspired by the animal world in its sole design. Its XT technology replicates the structure of an ibex's hoof, allowing for lightness and agility. Plus, the lateral portion of the sole has a hard rubber for stability and grip on grass and mud, while the central part features a soft, high-grip rubber for running on wet rocks. The protective upper features the addition of a polyurethane application that extends from the toebox to the rear of the shoe for enhanced structure.

Athleta, the nearly $1.5 billion women’s active and lifestyle brand owned by Gap Inc. will have a new president and CEO on Aug. 7. Chris Blakeslee, who had been serving as president of sister companies Alo Yoga and Bella+Canvas, takes over the top spot at Athleta from interim CEO Bob Martin. He will work with Athleta’s new chief creative officer in Julia Leach.  

BasicNet, the Italian parent of Kappa, Sebago, and other brands, realized a 25 percent decline in Americas’ H1 revenues to approximately $49.3 million for the six months ended June 30. Overall, the Italian company realized approximately $24.9 million in H1 EBITDA as aggregate group brand revenues hit approximately $614.9 million.

Puma’s North American sales fell by double-digits for the second consecutive period in Q2, falling by 16.7 percent. In Q1, the brand’s North American sales declined by 18.6 percent. Results in the region were hurt by inflation and recession fears coupled with destocking in key retail channels. Moving forward, The CAT wants to shift from its reliance on fashion and sportstyle products to more performance-oriented fare. Global footwear sales increased 12 percent in Q2 to more than $1.03 billion as the brand made market share gains in soccer, basketball and performance running.

PrAna, owned by Columbia Sportswear, has named Tricia L. Shumavon as the brand’s new president. Most recently global VP of women’s, men’s, and kids sportwear apparel for Adidas in Europe, she will begin her new role in September.

ASICS has become an official sponsor of the World Athletics Athlete Refugee Team (ART). The partnership, which took effect in June and will run through 2026, offers training, competition kits, and footwear for the elite and U20 refugee teams, and includes access to ASICS training facilities around the world. Founded in 2016 to provide training and competition opportunities for athletes who had fled violence, conflict and injustice at home, members of the team made their first competitive appearance as part of the Refugee Olympic Team at the 2016 Olympic Games in Rio de Janeiro.

Avoli, the new, Portland, OR-based athletic brand focused on the performance needs of female volleyball players, has launched its flagship product line, including the $140 Avoli Low-Top Volleyball Shoe, as well as recovery slides, knee pads and sleeves. Avoli’s signature shoe is designed specifically for the demands of women’s volleyball and for the shape of the female foot, improving fit and reducing slippage and rollover. The shoe prioritizes fit, ventilation, cushioning and traction. Avoli worked with Studio Noyes in Portland to design the footwear. Products are available online at