Sportswear brand Diadora hires Instinct PR to raise awareness in UK

Sportswear brand Diadora, known by many for its Match Winner (below) and Brasil ranges of football boots, has called in Instinct PR to raise awareness for its Heritage and Sportswear collections on a 12-month contract.

Working to revive the brand's image, Instinct will handle Diadora’s UK PR strategy, creating influencer projects designed to engage with "significant" names in the music and youth culture space, it said.

As part of the PR strategy, Instinct will create content for Diadora’s social media channels, and will also target the fashion press, according to agency founder Jonathan Kirkby.

"To bring such an iconic brand to the forefront of media and consumers’ minds again is a great challenge for us. By next summer everyone will be talking about Diadora," Kirkby said.

The agency has also been tasked with building interest among retailers and new stockists.

Romina Zanchetta, head of marketing and communications at Diadora, said: "Our loyal fan base in the UK from the late 80s and 90s are still existing and it is now the perfect moment for us to ramp up activity and make sure Diadora is at the forefront of consumers’ minds."

Diadora is the latest addition to Instinct’s portfolio of retail brands, which includes Replay, Ultimo and Police.

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