Superga inks U.S., Canada distribution deal with The Foundation

By

Benjamin Fitzgerald

Published
Dec 23, 2022

Italian sneaker brand Superga announced on Thursday a new agreement with The Foundation, for the licensing and distribution of its footwear in the U.S. and Canada. 

The move sees Superga and Steve Madden mutually cease their former licensing agreement for the North America region, which was first established in 2011.

Under the new agreement, which kick starts in January, the Foundation plans to elevate Superga while continuing to honor its Italian heritage and timeless, effortless, laid-back aesthetic, according to a press release.

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“We are so excited to bring Superga into The Foundation," said co-founder of The Foundation, Ari Langsdorf. 

"It is an incredible brand and household name with a rich legacy that we plan to continue to evolve and expand while staying true to the loyal customer base who has been shopping at Superga for decades."

Founded in 1911 in Turin, Italy, by shoemaker Walter Martiny, Superga soon became known for its  ​'2750 model. In 1951, the company merged with Pirelli Tire Company to increase production, before its acquisition out of bankruptcy by Basic Net SpA, in 2004.

​In 2011, Steve Madden acquired the license to sell, market, and distribute Superga products in North America.