B.Icon with Diadora Renews Push In Performance Tennis Footwear

The 70-plus-year history of Diadora includes plenty of tennis nostalgia, from Bjorn Borg to Jennifer Capriati to Jim Courier. The brand’s new effort to get tennis in a brand new B.Icon performance on-court tennis shoe.

“This is the first new performance product to come to the market in a really long time,” says Alexander Feldman, Diadora USA national tennis manager. “The B.Icon is attracting a new customer, a younger more performance-driven player.”

The Italian brand has long had the Speed ​​Blushield Fly and Blushield Torneo as premium on-court tennis models, but the B.Icon, which debuted globally in March, represents a renewed tennis focus. After a few years of running the restarting performance in the US, Diadora has now focused on heritage sports, such as soccer and tennis. The B.Icon, though, takes some of the borrows out of the running know-how, taking from the brand’s new DD Anima “super foam”, a proprietary mix of materials designed for cushioning, energy return and durability, and “tuning it to the be Lateral movement for more supportive, ”says Feldman.

With the underfoot upgrade comes a lightweight model — a men’s size 9.5 for under 13 ounces and a women’s size 7.5 for 10.2 ounces — and step-in comfort.

While Diadora focuses on matching, creating a snug feeling at points and other locations in a wider design, the new D Hook feature gives the wearer the ability to customize their heel fit. The hook rises from the heel to the collar and allows consumers to cinch the back of the shoe like they do, helping to stabilize the heel and ankle. A raised heel collar provides additional comfort.

The upper, dubbed D-Skin, includes reinforced panels with key points for durability and a suprelltech material mixing for breathability for “air mesh”.

“We’re really pleased with how this came out,” Feldman says, noting that shoe performances are going up against competitors at the BNP Paribas Open in Indian Wells, California.

The new performance attributes come with a fresh aesthetic. “Something we wanted to create was eye-catching, that pops off the wall, something where you walk in and want to pick it up first,” Feldman says. “I think it’s futuristic and you could rock this as a lifestyle situation.”

The B.Icon released a red-based colorway globally and the brand added to a red-silver American-exclusive design. Expect three more colorways coming this year, including a white-based look.

On Court in 2022, you’ll find Spanish World No. 42 Alejandro Davidovich wearing Fokina B.Icon and soon American doubles specialist Nicole Melichar-Martinez will don the sneaker.

Keeping in line with the brand’s business plan, Diadora has $ 150 B.Icon available online and in specialty tennis stores. Additional tennis footwear silhouettes for future years and investing in B.Icon for tweaking the moving forward, expecting Diadora to continue.

Looking back on Diadora history, Feldman says consumers can get the specialty tennis retailers at once lined up with the latest Borg design, Courier model or Maverick style. The brand’s Heritage line, made in Italy, still features a high-end B.Elite, a remake of the Borg model. New performance efforts aim to push tennis further. “Having a history we have in the sport,” Feldman says, “we want tennis to be culturally relevant.”


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