Diadora.Sales Plan zaeem_1

[Virtual Presenter] Diadora, a renowned sportswear brand, has been synonymous with excellence since its inception in 1948. With a rich heritage rooted in Italian tradition, the company is now poised to expand its strategic plan to Africa, embracing the continent's vibrant sporting culture. This marks a significant milestone in Diadora's journey towards becoming a leading player in the global sportswear industry. As we embark on this new chapter, we will draw inspiration from the legends who have shaped our brand's history, while forging strong connections with African athletes and communities. Our commitment to excellence will drive innovation, quality, and performance, as we strive to become the go-to choice for African sports enthusiasts..

[Audio] Diadora, founded in 1948, has a rich Italian heritage and a global ambition. Over the years, we have experienced a golden era in tennis and football, partnering with iconic athletes such as George Weah, Björn Borg, Roberto Baggio, and Gelindo Bordin. Our presence in Africa began with our establishment in South Africa through Leggenda Sports (Pty) Ltd, operating across three key divisions: Lifestyle, Performance, and Team Sports. We have also secured a partnership with Simba FC in Tanzania, marking our initial foothold beyond South Africa..

[Audio] Diadora is poised to capitalize on the significant growth opportunities in the African market. With a focus on excellence, we will leverage our rich heritage to connect with African consumers who value premium appeal and digital adoption. Our key target markets include Kenya, Nigeria, Ethiopia, South Africa, and Tanzania, where we will establish a strong presence through strategic retail expansion. We will also tap into the growing running scene and football dominance, which remain the #1 sport across Africa. With a youthful demographic and increasing e-commerce penetration, we are confident in our ability to drive sportswear demand and achieve exceptional returns..

[Audio] The "Remember" campaign celebrates Diadora's rich heritage in sports by honoring legendary athletes such as George Weah and Zinedine Borg. This initiative aims to bridge generations, reminding older fans of Diadora's golden era while introducing new, younger audiences to the brand's authentic sporting legacy. The target audience consists of sports enthusiasts aged 18-45, urban millennials interested in heritage brands, and premium sportswear consumers. The campaign establishes an emotional connection with African consumers by highlighting Diadora's authentic sporting heritage and creating distinction from competitors. Football/soccer fans across the continent drive brand awareness and visibility..

[Audio] Diadora is strategically expanding its retail presence in Africa, focusing on excellence and remembering legends. The company will establish a strong base in South Africa through selective distribution, partnering with top shopping malls like The Grove Mall and Mall of Africa. This will provide high-end shopping experiences with premium positioning and higher margins. The implementation timeline includes strengthening the South Africa base from Q3 2025 to Q4 2025, followed by expansion into Namibia and Angola. In East Africa, the company will expand its retail network with 5-7 new premium locations from Q1 2026 to Q2 2026. Key success factors include optimized product mix, local retail partnerships, brand ambassador programs, and staff training excellence. With consistent marketing support and efficient supply chain, the company aims to achieve significant growth in the region..

[Audio] Diadora is committed to establishing itself as a leading sportswear brand in Africa, focusing on excellence and remembering legends. Our four-phase strategic implementation roadmap outlines key performance indicators, including the launch of flagship stores in South Africa and East Africa, as well as expansion into new markets. We will launch a "Remember" campaign featuring George Weah to connect with African consumers and recruit local sports icons as brand ambassadors. We will invest in an e-commerce platform, running community, and annual revenue goals, aiming to reach $45 million by 2027. With a team of 80+ staff, we will ensure a smooth implementation process, leveraging local market knowledge and partnerships, consistent brand messaging, and talent acquisition and development..

[Audio] Establishing a strong retail presence across 15 countries, with over 75 premium retail locations, will drive brand awareness, increasing our visibility in target markets by 68%. We aim to dominate the football category, securing a 15% market share and achieving significant revenue growth. Our financial projections indicate a cumulative 5-year growth rate of 683%, with a return on investment of 215%. We expect to cover four regions across Africa, with market share projections reaching 12.5% in South Africa, 8.7% in East Africa, and 7.3% in Southern Africa. Our e-commerce growth strategy aims to reach 30% of total sales by 2027. We will also establish partnerships with athlete ambassadors, growing our running community to over 20000 members across Africa. Furthermore, we plan to localize production in Africa by 2028, paving the way for key milestones such as overtaking two major competitors in the football category by 2029. Ultimately, our goal is to establish Diadora as a top-5 sportswear brand in Africa by 2029..

[Audio] Diadora, a brand born from the passion for sport, is poised to embark on a remarkable journey across Africa. With a rich heritage dating back to 1948, we are committed to excellence and remembering the legends that have shaped our story. Our strategic blueprint outlines the immediate next steps to achieve this goal. We will connect with Africa's sporting passion through our "Remember" campaign, leveraging George Weah's iconic status to create an authentic connection with the markets. We will expand our retail presence to 75+ premium locations across 15 countries, implementing a selective distribution model and utilizing web scraping tools to drive growth. Our financial projections indicate a staggering 683% revenue growth over five years, with an exceptional return on investment of 215%. We will produce campaign assets and secure George Weah's endorsement, building an expansion team to recruit regional specialists with local market knowledge. As Enrico Moretti Polegato, President of Diadora, I am proud to lead this journey, reconnecting generations through authentic stories and premium products..