Dubai Desert Extreme launches DIADORA in the UAE, KSA & Oman


November 7, 2016 | By RetailME Bureau

Dubai Desert Extreme (DDE), a UAE-based retailer and distributor of bicycles, sports apparel and footwear and action sports equipment in the GCC and the wider Middle East, have acquired sports apparel and footwear brand DIADORA and will be the sole distributors of the brand across the UAE, Saudi Arabia and Oman.

“We are honoured to be representing DIADORA in major markets in the Middle East. Diadora has a rich history and we look forward to bringing their brand story to life in our markets. With the compelling innovation that we will launch in January 2017, we are poised to take a good market share in both the sports active and sports lifestyle segments of the sportswear industry. DIADORA is a great complimentary brand to DDE’s stable of sports lifestyle brands,” says Shahriar Khodjasteh, co-founder & CEO of DDE.

DIADORA will preview at street culture festival, Sole DXB on November 18 & 19 with their limited edition collection (From Seoul to Rio). This will be followed by the official launch of its spring/summer 2017 collection, which will be available to purchase from January 2017 at select retailers including Footlocker, Go Sport, Shoe Citi, Corcel, Selecta and Conquer as well as online retailer Namshi.com.

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