The first running shoe made in Italy in more than 30 years is about to hit the market from Diadora and its Italian heritage and development is going to be evident for all to see.
With a release date of Nov. 30 and an MSRP of $195, the shoe is called the Equipe Atomo and Diadora promises that the marketing campaign behind it will be “jaw-dropping” as everything was shot on 16mm film and features different regions of Italy.
As for the shoe itself, it is described as a do-it-all shoe with a higher stack and highly reactive foam (DD Anima), making it extremely cushioned and reactive while providing a lightweight package and a significant amount of energy return.
“Runners will be able to do very easy recovery miles as well as tempo-paced miles in it,” Diadora claims.
Although no photos are available of the shoe until its unveiling later this month, the Italian design is said to be evident with the Azzurri blue of its engineered mesh upper to the delicately painted Italian flag on the sole. The women’s version is white with a golden logo, allowing the flag on the sole to pop.
The shoe will only be available in one colorway for men and one colorway for women and distribution is strictly through run specialty brick and mortar retail.
Other specs on the Equipe Atomo:
• Stack (M 29/24, W 27.5/22.5)
• Drop (5mm)
• Weight (M 8.8oz size 9.5, W7.0oz size 7)
• Upper: Engineered Mesh + TPU
• Midsole: DD Anima
• Outsole: Duratech 5000
• Made in Italy