Superga is one of the most prestigious brands in the history of footwear worldwide and is aimed at those who wish to wear casual, contemporary shoes in line with Superga's 100-year-old tradition and culture.

In our collective imagination there are three archetypes related to the American, English and Italian styles. Superga is the only Italian brand of trainers and casual shoes related to the values of the Italian style. That is where our belief stems from that Superga has to take on the role of “People’s shoes of Italy�, the shoes worn by Italians.

Thanks to BasicNet's organizational model, Superga is considered as one of the global brands possessing specific characteristics such as being classic, cross-section, comfortable, casual, fashionable, coloured and Italian. With the integration of Superga within BasicNet, five differend kinds of product have been identified:

1.City: includes all casual leisure footwear sporting the “S� logo on the vamp.

 2.Vulcanized: made with vulcanized rubber. It ranges from fashionwear to traditional classic and is marked by the use of the Superga flag logo.

3.Sport: includes all technical footwear used to practice sports marked by the swallow-tailed Superga logo.

4.Country: designed for any kind of outdoor activity and marked by the radiating Superga logo.

5.Solid: technical footwear for working on building and industrial sites, marked by the oval Superga Solid logo.

The characteristics and wide range of Superga products are ideal for specialized footwear retailers, department stores and monobrand shops.

Origins

Walter Martiny founded a joint-stock company by the same name in 1911 to process and manufacture rubber products. In 1925, in Via Verolengo, Torino, Walter Martiny Industrie Gomma started manufacturing a new revolutionary product: a canvas shoe with a vulcanized rubber sole. It was the first appearance of the legendary Superga 2750, which in the following years would become an established star in sports footwear. Starting in the 1930s hundreds of different mixtures were studied and patented and later used to make worker's boots and overshoes with calender soles which made an important contribution to workers' health, as up until then they had never been adequately protected from water. Superga found its raw material in the rubber tree: latex. At the beginning of the 1960s, after merging with Pirelli, Superga was manufacturing the vast majority of the boots used by Italian farmers. It also started producing boots with a molded Alpine sole, mountaineering boots, slippers, sandals and increased the number of collections dedicated to athletes: not just tennis, but also basket ball, gymnastics and yachting. After splitting from Pirelli at the beginning of the 1990s Superga had to endure a few years of hardship, until in 2004 it became part of BasicNet's portfolio, who at first became the worldwide licensee and then in 2007 purchased the brand.

The Relaunch

 Superga's distribution strategy focuses on positioning the brand in a middle-upper segment made of very young, young and not-so-young consumers who invest the brand with undisputed credibility regarding creativity, freedom and lust for life. Licensing agreements with large distribution companies represent progress in Superga's development strategy to fuel expansion worldwide. Superga's relaunch and development are promoted relying on a vast range of producs strongly supported by ongoing communication projects, as well as product placement and co-branding with the most renowned fashion designers.

The new collections

Superga's image is intimately connected to the legendary 2750 but is no longer just footwear. After its relaunch the Style Department also designed a range of leisure time accessories and bags, coloured, practical, functional and cross-section. And the evolution of this 100-year-old brand is far from over.