"Diadora is perhaps the best kept secret in sporting goods and I'm excited to help change that," Diadora U.S. chief marketing officer Ryan Eckel told FN.
Diadora has hired industry veteran Ryan Eckel as its next U.S. chief marketing officer.
In the role, Diadora stated Eckel will focus on developing marketing strategies, enhancing brand visibility and driving product launches. What’s more, Diadora said he will be tasked with forging strategic partnerships and optimizing digital marketing while building and leading the U.S. marketing team.
“The motto at Diadora has always been ‘at the service of athletics.’ While Ryan’s role as USA CMO is to drive the brand forward, our first conversation was about perfecting the steeplechase spike. This passion for making athletic excellence possible is where it all begins, and Ryan sure has that,” Diadora U.S. president and chief executive officer Bryan Poerner told FN.
Prior to Diadora, Eckel was the brand president of Tracksmith, the Boston-based running brand that was established in 2014 and debuted footwear in September 2022. He held the position for about five years.
Eckel also previously served as the vice president of product development and brand strategy at Dick’s Sporting Goods and was the co-executive director of the Dick’s Sporting Goods Foundation. During his time with the sporting goods retail giant, he won an Emmy as a content producer for Outstanding Sports Documentary and was inducted into the American Advertising Federation Hall of Achievement in 2018.
Prior to Dick’s Sporting Goods, he spent nearly 10 years at Puma, where he held several marketing roles.
“Diadora is perhaps the best kept secret in sporting goods and I’m excited to help change that,” Eckel said. “I love building iconic brands, and Diadora, although it was founded nearly eighty years ago in 1948, has an incredible history of innovation in service to athletes and today is making some of the best products in the industry. I am excited about the opportunity to amplify its presence and connect with a new generation in North America. And that, to me, is a dream opportunity.”
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
