Diadora’s Antonio Gnocchini on the power of discovery

Heritage sports brands may be tempted to rely on their history to appeal to a new generation that wasn’t there to see it. But in the fast-moving digital attention economy, that’s a mistake, says Antonio Gnocchini, chief marketing officer at Diadora.

He joins The Big Impression podcast to explain how the iconic Italian brand is reclaiming its spot in the performance market. By leaning into a challenger brand mindset during the Paris 2024 Olympics — without the price tag of official sponsorship — Gnocchini and his team are shifting the focus from nostalgia to high-performance innovation.

For Gnocchini, the secret to reaching younger athletes isn’t found in a history lesson; it’s found in the thrill of the find. “Every time we preach about our history … the younger generation doesn’t seem to be interested,” he says. “But what we find is that they like what they discover.”

By focusing on authentic “high-mileage” runners and cutting-edge tech like the Atomo shoe — the first high-mileage runner made in Italy in 30 years — Diadora is proving that local craftsmanship and a narrow, disciplined focus can compete with global giants. As Gnocchini notes, “If you want to start to resonate, you need to establish a valid conversation with your core focus consumers. And to do that, you need focus.”

The conversation also explores how to build brand awareness in a high-stakes landscape and why authenticity is the only currency that matters to the modern athlete. And yes, Gnocchini spent years at global behemoths like Nike and H&M before returning to help steer the 75-year-old Italian tradition. We explore what Big Sport can discover from a heritage player that is learning to act like a startup — because in the race for consumer attention, you either innovate or you become a museum piece.