Diesel is launching a new sneaker, the Prototype, as an element of an “intense repositioning” of the brand. The name of the unisex sneaker reflects a new beginning. It was designed by creative director Glenn Martens for the spring of next year, Yahoo Finance reported.
An effort to attract the crypto community
The launch is part of an effort to attract young people and members of the crypto community to the brand. The new shoe features a graphically striking design with asymmetric lacing and repeated rubber straps. It features an industrial outsole tread and molded rubber overlays across its uppers apart from bias-angled textured rubber strips and the off-center lace-ups.
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Diesel has had a historically strong presence in the sneaker category “given it is complementary to the brand’s core denim products,” as CEO Massimo Piombini puts it.
Prototype retails at EUR 350
In line with using higher quality materials and repositioning the brand, Diesel raised prices by 10 – 15%. The Prototype is retailing at 350 euros. Piombini believes Diesel’s sneakers are competitively priced in the range of 130 to 300 euros.
Sneaker recreated as NFT
Diesel is collaborating with startup NFT marketplace platform neuno.io to recreate the Prototype 3D design as an NFT. Digital fashion house Fabricant created the limited-edition NFT.
The NFT Prototype will be launched today. Diesel will begin selling the physical shoe at Diesel stores worldwide and online in December. Additional color options will be available in February 2022.
CEO Massimo Piombini discussed the negative impact of COVID-19, but gave hope:
The pandemic partly accelerated the restructuring. I always say we did four turnarounds at the same time, changing the organization, changing our business model; rebuilding the go-to-market process in line with the ambitions of our new projects; introducing a new managerial structure with new teams, and a design turnaround with Glenn Martens.
Glenn Martens, who is based in Paris and is behind the Y/Project brand, was tasked with overseeing interior design, style, and communications at Diesel.
Diesel is a core business for OTB
Diesel accounted for over half of OTB Group’s sales volume last year. OTB was founded by Renzo Rosso and includes Marni, Viktor & Rolf, Jil Sander, Maison Margiela, and a stake in Amiri.
Mapping a new retail course
Diesel recently opened new stores in Turin and in Kyoto, which will map the new retail course. Historically, the company has been strong in Europe and Japan.
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