Superga - the Iconic Italian Shoe

Superga is a classic Italian tennis shoe and as an icon as from its origins to today, it has kept its timeless charm. Established 1911 in Turin by a young entrepreneur Walter Martiny. As a first in Italy, he launched the production of vulcanized rubber items - a technology invented by Charles Goodyear. By 1913, Superga® produces totally waterproof rubber boots that reduced the risk of diseases and infections typical of swampy places and rice plantations in Italy. A few years later, in 1925, Martiny created one of the first sports shoes in the world with a vulcanised rubber sole to meet the needs of his tennis wife. At the time, tennis players used canvas shoes with rope soles. Martiny, starting from a mold of the rope sole, reproduced them in natural rubber: a non-slip and resistant product. It is precisely from that the characteristic "orange peel" sole is born - the classic Superga®.

In 1962, the Italian graphic designer Albe Steiner designed the new Superga® logo, characterized by simple and clean lines and still in use today. In the 1970s, Superga® established itself in the world of sport with a dedicated line. All the sports shoes of the brand are distinguished by the "swallowtail" logo, an unmistakable sign of the Superga Sport label. Products are developed for different disciplines, including tennis, which continues to stand out in the history of the brand.

In 2007, after three years as a brand licensee, BasicNet acquired the Superga® brand and took care of its repositioning on the market through high-impact advertising campaigns and collaborations with prestigious brands in the fashion world, among which those with Fendi and Swarovski stand out. In 2011, during the celebrations for the 150th anniversary of the Unification of Italy, Superga® was recognized as "one of the 50 objects that made history in Italy", confirming its status as the "Shoe of the Italians". Superga® is one of the most prestigious brands in the history of Italian footwear worldwide and is aimed at those who wish to wear casual and contemporary shoes, but with a touch of real history and nearly one hundred years of culture and tradition.

Write a comment

Comments: 0