Superga is an Italian brand of shoes founded in 1911. It originally made tennis shoes, including the famous model "2750 Classic" but then diversified.

History

Superga was born in 1911 in

Turin Turin ( , ; ; , then ) is a city and an important business and cultural centre in northern Italy. It is the capital city of Piedmont and of the Metropolitan City of Turin, and was the first Italian capital from 1861 to 1865. The city is main ...

, Italy, when Walter Martiny started production of rubber-soled footwear marked with the Superga logo. In 1925 Superga invented the 2750 model, shoes with

vulcanized rubber Vulcanization (British English: vulcanisation) is a range of processes for hardening rubbers. The term originally referred exclusively to the treatment of natural rubber with sulfur, which remains the most common practice. It has also grown to ...

soles. From 1934, the firm diversified its production to new collections dedicated to other sports and daily life. After World War II, Superga restarted production specializing solely in high quality footwear. In 1951 the firm merged with

Pirelli Pirelli & C. S.p.A. is an Italian multinational tyre manufacturer based in the city of Milan, Italy. The company, which has been listed on the Borsa Italiana since 1922, is the 5th-largest tyre manufacturer, and is focused on the consumer pro ...

, which brought it new funds and made it possible to sharply increase the production of tennis shoes. In the 1970s, as the sales of the 2750 continued, Superga diversified to add sport shoes with technical attributes. In the 1980s, the firm launched the production of clothes. Superga White new 05

Superga UK employs popular celebrities as their brand ambassadors, with whom they collaborate to create a collection of shoes designed by the ambassador each year, including

Alexa Chung Alexa Chung (born 5 November 1983) is an English model and television personality. Chung pursued a modelling career as a teenager after being scouted by a modelling agency at the Reading Festival. She has walked for brands such as Vivienne Westw ...

in 2012,

Rita Ora Rita Sahatçiu Ora (; born Rita Sahatçiu; 26 November 1990) is a British singer-songwriter, television personality, and actress. Born in Pristina, modern-day Kosovo, she rose to prominence when she featured on DJ Fresh's 2012 single, "Hot Rig ...

in 2013, and

Suki Waterhouse Alice Suki Waterhouse (born 5 January 1992) is an English actress, singer, and model. Waterhouse began a career in modelling at the age of 16, and she went on to model for several major fashion labels such as Burberry, Tommy Hilfiger (company), ...

in 2014. Supermodel Binx Walton was announced as brand ambassador for 2015, followed by Abbey Lee Kershaw for 2016. 2017 sees supermodel and bass guitarist Pyper America Smith, sister of male supermodel Lucky Blue, as the brand ambassador. As of 2011,

Steve Madden Steven Madden (born March 23, 1958) is an American fashion designer and businessman. He is the founder and former chief executive officer of Steve Madden, Ltd., a publicly traded company. He was forced to resign as an executive following his ...

corporation acquired the license to sell, market, and distribute Superga products in North America. Shortly thereafter, he engaged

Mary-Kate Olsen Mary-Kate Olsen (born June 13, 1986) is an American businesswoman, fashion designer, equestrian, and former actress. Her acting career began at the age of nine months, sharing the role of Michelle Tanner with her twin sister Ashley Olsen in t ...

and

Ashley Olsen Ashley Fuller Olsen (born June 13, 1986) is an American businesswoman, fashion designer and former actress. She began her acting career at the age of nine months, sharing the role of Michelle Tanner with her twin sister Mary-Kate Olsen in the ...

to join the brand as creative directors for Superga in the US. In 2012 the women launched a collection of Superga shoes as a collaboration with their luxe ready-to-wear line, The Row, in conjunction with the opening of a Superga Store in

New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...

Styles

Superga now offers a wide range of colors, fabrics, and prints each season for women, men, and kids. Apart from the original Superga Vulcanized and Sport lines or "2750 Cotu Classic", the collections include Superga City leather and Superga Country rubber rain and outerwear boots. Superga’s Cotu Classics gained additional popularity after being worn by Catherine, Princess of Wales.

Stores

Superga has stores in the United States, Europe, South America, Asia and South Africa, and online stores along with direct selling on www.Superga.co.uk, www.Superga.com, and www.Superga-USA.com. Superga opened its first store in the United Kingdom in Covent Garden in June 2011.Superga opens first UK standalone in Covent Garden
/ref> Followed by its first US store in the Soho neighborhood of NYC in May 2012 and in 2015 the first store of South America in Chile. Superga wholesales through premium department stores, specialty retailers in other countries.

In the media

In the 2019 film ''

Knives Out ''Knives Out'' is a 2019 American mystery film written and directed by Rian Johnson. Daniel Craig leads an eleven-actor ensemble cast as Benoit Blanc, a famed private detective who is summoned to investigate the death of the bestselling autho ...

'', the character Marta Cabrera (portrayed by

Ana de Armas Ana Celia de Armas Caso (; born 30 April 1988) is a Cuban and Spanish actress. She began her career in Cuba with a leading role in the romantic drama '' Una rosa de Francia'' (2006). At the age of 18, she moved to Madrid, Spain, and starred in ...

) wears a pair of Superga 2750 shoes. In

HBO Max Max (known in other countries as, and soon to be reverted globally to HBO Max) is an American subscription video on-demand over-the-top streaming service. It is a proprietary unit of Warner Bros. Discovery Streaming on behalf of Home Box Of ...

's ''

The Pitt ''The Pitt'' is an American medical procedural drama television series created by R. Scott Gemmill, and executive produced by John Wells and Noah Wyle. It is Gemmill, Wells and Wyle's second collaboration, having previously worked together o ...

'', Dr. Cassie McKay (portrayed by

Fiona Dourif Fiona Christianne Dourif (born October 30, 1981) is an American actress and producer. She is best known for her starring role as Nica Pierce in the '' Child's Play'' franchise, including the horror film '' Curse of Chucky'' (2013), its sequel ...

) wears Superga 2750 shoes in black, with white laces.

References

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External links